Maximize Media Impact With AI-Driven Creative Insights

What You’ll Learn

Vidmob commissioned Forrester Consulting to evaluate the importance of creative effectiveness in maximizing media investment, as well as the approaches and tools 323 B2C marketing leaders use to predict and measure creative impact. Some key takeaways:

Marketers understand importance of creative:
68% say their company must view purchasing media and improving creative as equally important to improving advertising effectiveness. Translation: Quality creative is no longer an afterthought. Marketers realize the difference between an ad that sticks and an ad that doesn’t relies heavily on its creative.

Current options to measure creative aren’t cutting it:
Current approaches are too time insensitive and costly, with 76% of respondents saying ineffective creative and/or an inability to measure creative effectiveness are top challenges to improving their advertising effectiveness. Marketers need to reevaluate existing solutions and explore new ones.

Marketers have high hopes for AI-based solutions:
It’s no surprise AI comes to mind when thinking about how to improve creative effectiveness in an efficient and cost-friendly way. Respondents expect adopting AI creative analytics and testing tools will lead to improved creative quality (65%) and efficiencies (64%), and increased revenue (60%). Leveraging AI to mine creative data and make sense of it proves to be an increasingly popular go-to when marketers are looking to make the switch from legacy solutions.

Download the full study to learn how AI-powered creative data is changing the game for marketers.