An advertising campaign can often feel like a treasure hunt. After painstaking research, time and effort searching for targets, you mark those targets in the hope that all of that effort is not in vain. Of course, your campaign usually isn’t considered successful until that treasure hunt starts bringing in gold.
Measure creative impact, marvel at the results
Traditionally, online advertisers have devoted the bulk of their focus to monitoring the non-creative aspects of their campaigns. While the old-fashioned, time-tested metrics, obviously, still play a significant role in measuring effectiveness, the face of every sound advertising effort – its creative aspects – have largely gone unchecked, and blindly sent into the great unknown.
Given the skill and exact design behind those assets, failing to monitor them as they weave throughout the countless digital channels seems like sending a spaceship to Jupiter without the ability to steer, relying on perfect timing and aim from launch to get it to its goal.
The data doesn’t lie
According to a recent study published in the Harvard Business Review, it is now seven to nine times more expensive to capture an audience’s attention than it was just two decades ago. This speaks of the pervasiveness of digital campaigns and the influx of mobile devices that often deliver them. Attention has been stretched further than any other time in the past, so your message is in constant competition for even a few moments of consideration.
All of this, of course, means your assets need to be as effective as possible to gain the attention your campaign craves.
Given the need to optimize creative effectiveness within a campaign, we’ve created the Creative Optimal Rate (COR) technique to help advertisers maximize the impact of creative content, through the analysis and monitoring of three key components: creative quality, volume, and refresh.
The skillful hand of innovation
By combining the effects of optimal quality, volume and refresh of your creatives, you can monitor the overall effectiveness of the creatives in your campaign, while making necessary adjustments as needed.
While the creative volume component of COR indicates if there’s a need to increase or decrease your active number of ad creatives, the refresh part of the score determines if there is a need to refresh your ad creatives more often, thus keeping the campaign vibrant and impactful. The third component of COR measures the quality of your ad creatives, powered by our AI-powered engine to analyze and rank your ad creatives, according to predicted performance.
Since COR eliminates the use of the lagging indicators that advertisers have, traditionally, relied upon to gauge performance, the creatives in a campaign can now be adjusted for optimal volume, refresh and quality, as the campaign evolves.
Using COR to monitor your campaign’s creative performance allows you to apply precision and purpose to the distracted, endless stream of creatives that your audience typically wades through on a daily basis.
Keep the audience engaged
The COR technique represents a new, technologically-driven measure to be used in conjunction with the more traditional metrics to guide your campaign through the choppy waters of the digital landscape.
Given the extreme volume of information constantly inundating your target audiences, the ability to avoid ad fatigue and refresh your message to keep it relevant and impactful as it ages is absolutely pivotal in generating maximum impact.
Such abilities also create optimal efficiencies for the advertiser, avoiding the wasteful expenditure of time, money and effort in creating additional assets for a campaign that is already bogging down and losing its appeal.
Maximize the efficiency and effectiveness of your campaign
The COR methodology, allows your campaign to stay fresh, immediate and impactful by giving it room to evolve along with your audience’s passions, tastes, and preferences.
Lasting attention is an invaluable commodity in this digital advertising environment. A strong COR can help you maintain that commodity so your campaign can reap the rewards.
Learn more in the white paper 'Redesigning Advertising with Data-Driven Creativity'.
Ithamar Sorek, co-founder & chief revenue officer, ReFUEL4.