Forrester study also finds that 70% of respondents say AI-driven creative analysis can help achieve their goals
Forrester Opportunity Snapshot released a study commissioned by Vidmob that highlighted leaders’ perceptions of the importance of creative quality and measurement to maximize advertising effectiveness. The survey surveyed 323 corporate leaders from companies responsible for making software and technology decisions to drive creative effectiveness, across industries including beverages, beauty, consumer packaged goods, financial services, pharmaceuticals and travel.
According to the survey, 71% of respondents argue that improving creative quality is key to driving brand growth. 63% agreed that creative is crucial to advertising effectiveness. 64% said improving creative effectiveness is one of their top business priorities over the next 12 months.
Among the main challenges to improving the performance of advertising campaigns, the lack of creative effectiveness and/or the difficulty in measuring it was highlighted by 76% of respondents. 45% said that their current testing methods are time-consuming and/or expensive and 32% say they can only measure creative effectiveness after the media flight.
Artificial intelligence
According to the study, 70% of respondents mentioned that AI-driven creative pre-testing and creative analysis can help achieve their goals. 69% of respondents want to use AI to assign creative quality scores to their ads before they run.
Additionally, 72% plan to use AI to understand whether an ad complies with platform-specific best practices before it runs. 58% of respondents said that creating a center of excellence is critical to the successful adoption of AI-driven creative testing and analytics tools.
The survey also found that 65% expect these tools to help improve creative quality, 64% expect these tools to help improve efficiency, and 60% said they expect the tools to increase revenue.
“Research has confirmed that a brand’s creative assets represent one of the most significant opportunities to improve marketing effectiveness, and creative data is the key to unlocking that opportunity,” said Alex Collmer, CEO of Vidmob.
Credit: Photo by Christin Hume on Unsplash
