What is creative analysis? And why should you care?

January 27, 2021

2020 was a difficult year for brands and marketers.

Many are still struggling with reduced budgets, teams, and resource. All whilst continuing to battle fierce competition and increasing consumer demand.

That’s why in 2021 brands and marketers need to hit the ground running.

They require an increased focus on efficiency and effectiveness. They can no longer afford to spend time tweaking preferences, testing creative, or wasting budget. Instead, marketers need to focus on replacing guesswork with exact science.

Previously, gaining performance-based insights was largely generated by gut instinct or guesswork. Alongside complicated and costly testing frameworks.

But ever-changing trends and demands on brands and marketers, along with an oversaturated market, mean that marketers need access to the information that helps them analyse what actually makes an impact.

Why does creative matter?

So if we’re talking about analysis, how is creative relevant?

Because your creative is behind every click.

The quality of your creative determines 75% of ad impact. And creatively-awarded campaigns are 27% more effective.

This means that after all the targeting and budget optimisation you do, the creative determines the response and engagement you receive from your audience.

In fact, some of the most important elements of advertising and marketing, such as communication and engagement, can be achieved through the right creative. But getting it right can be difficult. And it can also be costly when not optimised correctly.

This is where creative and analysis connect.

What is creative analysis?

We’d forgive you for thinking that the concepts of creative and analysis are polar opposites.

For many, creativity is considered the ‘fluffier’ side of marketing. Something we perceive as requiring human touch, intuition, and heart. That’s quite a contrast to the cold, hard numbers that make up many forms of analysis and analytics.

But creativity contains information that can be analysed too.

Each creative you use contains an enormous amount of information points that can be analysed. Imagery, layout, copy, colours, style, content. To name just a few. And all of these information points can be identified with simple analysis of each creative.

And when this creative analysis is combined with a brand’s engagement data, marketers can gain a full understanding of what creative elements and information points correlate with performance.

Creative analysis of ads

Why should you care?

So we’ve covered what creative analysis actually is. But why does it matter to you?

Creative analysis is important
It is common for marketers to measure campaign performance at a superficial level. But to fully understand it, marketers need to look beyond placement, copy, and format.

Creative analysis can help marketers to unlock deeper learnings about what works and what doesn’t for brands. Making a significant impact on the ROI of a campaign.

In fact, according to Nielsen, 56% of the ROI is attributed to creative, as well as 70% of the ad performance, according to Google.

Therefore, creative analysis is crucial for brands to understand what works for their audience. And why.

Creative analysis improves ROI and ROAS

Marketers universally acknowledge that being able to use customer information more effectively would increase the ROI of future campaigns by at least 19%.

This has become even more significant as we see brands navigating Covid-19, and trying to anticipate the changing needs of their audience.

However, marketers can often be hesitant to make the most of this information and data. Whether that be due to time, knowledge, or resource constraints.

In fact, four in every five marketers are wasting a third of their data, averaging a total of less than half of all valuable marketing data actually being used.

But with creative analysis, marketers can actually use their information and data more effectively to increase their ROI and return on ad spend.

Creative analysis cuts through the competition

Brands are having to fight harder than ever for exposure in the digital world.

Budgets are high. Markets are over-saturated. And consumers are fatigued from being exposed to as many as 10,000 ads. Every day.

Furthermore, the cost of digital marketing is also increasing. With Facebook revenue jumping by 22% in 2020. Showing a clear rise in competition.

CPC and CPA are rising. Yet CTR is decreasing due to high competition from other brands. This noisy and over-saturated online space means that creative needs to work even harder to engage with its target market.

Creative analysis helps brands to cut through their competition by making the most of their ads. Helping marketers produce and select the best creative elements for their campaigns.

Datasine

So, why is this relevant to Datasine?

Because Datasine uses AI-powered creative analysis to help you produce top-performing ads.

With the use of Computer Vision and Natural Language Processing, Datasine breaks down image assets and text into data – informing you of what creative elements are most likely to lead to success in your advertising.

By combining analysis of your creative with your other campaign information, Datasine uses Machine Learning to analyse and learn what makes your ads the most powerful.

This analysis is what powers the Datasine platform, and provides you with all the features to help you make the best decisions over the creative elements of your ads.

In summary

Hopefully, we have convinced you that creative analysis should play a key role in your marketing strategy and activity. It can improve your return on ad spend, help you beat your competition, and boost the performance of your digital advertising.

To find out more about what creative analysis and Datasine can do for you, get in touch today.

 

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