Conclusion is part of a VidMob study that shows that brands have increased the number of advertising platforms
Research by VidMob found that creating diverse ads is an important strategic performance driver for multi-client campaigns.
Due to changes by Google and Apple regarding the use of third-party data signals, called cookies, brands were encouraged to explore creativity in campaigns to attract the attention of potential customers.
According to research, there has been an increase in creative velocity metrics, including the number of creatives designed per campaign, the number of advertising platforms (such as TikTok, Instagram, and LinkedIn) that need creatives designed specifically for them, and the number of campaigns that use data to guide creative decisions.
VidMob data pointed to a significant increase in the following areas in the past year:
- 59% increase in the average number of creatives per project with an average of over 30 pieces;
- 156% increase in the average number of platforms, such as TikTok, Instagram and LinkedIn, connected by brand;
- 361% increase in customers connecting advertising creatives to data insights.
“These numbers demonstrate that brands need more creative assets across more digital platforms and are recognizing the power of smart creativity in performance, informing creative development with data,” said Miguel Caeiro, Head Latam at VidMob.
For Caeiro, the end of cookies in its segmentation features made marketers understand that having a clearer understanding of creative data is the next lever that will drive marketing performance.
“With the volume of data we currently have access to, Creative Intelligence comes as a decisive solution to leverage performance. The current variety of platforms, with their different profiles and technical requirements, requires that different creatives be developed for the same campaign. Creative Intelligence is possible to develop campaigns that reach a larger audience in an efficient way”, added the executive.
