Creative Testing and Experimentation | Impression [Video]

Did you know that creative is responsible for 86% of sales life in digital ads? Isabella and Mike explore the importance of high-quality tailored creative in the digital advertising space.

Isabella discusses several approaches and helpful tools for creating high-performing ads, focussing on testing and experimentation.

• 00:06 – The importance of creative experimentation
• 01:19 – Gaining stakeholder buy-in for investment in creative
• 03:20 – Platform-first creative and UGC
• 04:50 – Tailoring your creative for brand awareness vs conversions
• 07:39 – How to use modular creative to get more value from your marketing assets

Mike Weir: How important is creative?

Isabella Smith: Creative is incredibly important. It’s often the lion’s share in terms of driving campaign effectiveness. That’s been loads of studies on this. There’s a recent Nielsen study which shows that creative is responsible for 86% of sales lift in digital ads.

Mike Weir:That’s massive, isn’t it? I suppose that’s that cut point, isn’t it, where really …