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Why So Many Ads? An Introduction To Live Creative Optimisation

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Automated Creative
Automated Creative

An introduction to live creative optimisation, its benefits and how to get started to maximise creative effectiveness for marketers.

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We are the creative effectiveness adtech platform
Why do we need so many ads? An Introduction to Live Creative Optimisation
3 Content Sharing valuable insights into how to make live optimisation work for newbies and pros: 1. What is Live Optimisation? 2. Understanding the landscape 3. Core Principles 4. Benefits 5. How to get started
1. What is Live Optimisation? 4
Matt Green Director, Global Media Practice World Federation of Advertisers 5 Ads used to work like this This is how ads used to work - from basic “one big idea” with static delivered ads all the way to today’s access to real-time data and to the power of AI.
6 The Live Optimisation Model Our live optimisation model allows brands to continually adapt to feedback from end customers, improving their ads in-flight. This multiplies creative and delivers better targeting and more effective ads.
2. Understanding the landscape 7
A little bit OF HISTORY 8 8 8 2000-2010s: Uses behavioural data / Cross channel Programmatic introduced Mid 2000s: Dynamic Creative Optimisation appears Real time data introduced 1990s to Early 2000: Basic Banners + New Data 8 2010s - Present: Real time, environmental and contextual data AI driven
9 9 Where are we today?
The Wake-up Call Nearly ⅓ of marketers do not optimise digital media in-flight at all [Source AC Senior Global Marketers Survey, Sept 2023] 10 10
11 Despite the fact that optimising your ads in-flight can boost revenue and deliver much more creative effectiveness, our findings show that lots of marketers still don’t do this.
12 = The average added media value our methodology returns on campaigns vs non-optimised results [Anonymised client data from over 6 billion live media impressions]` 17%
13 13 Meta say use 2-8 ads* We have proved that 36.49 for Awareness and 14.81 ads for Conversions work best. This is why you need so many ads - it works
14 14 Nearly ⅓ of marketers are not optimising digital campaigns in-flight at all.
15% 46% 18% 18% Do you feel you have the information you need to make decisions around creative effectiveness mid-campaign?” Survey in focus TIME TO DECISION 61% Don’t feel confident / have below average confidence in their information to hand 15 5 VERY CONFIDENT 2 3 4 1 NOT CONFIDENT AT ALL 3% “ 👍 👍
How confident are you in your team's ability to action changes to a campaign based on insight in a timely manner?” 1 VERY CONFIDENT 5 NOT CONFIDENT AT ALL 2 3 4 7.7% 28.2% 17.9% Survey in focus TIME TO ACTION 33.3% 12.8% 53.8% don’t feel confident in their team’s or partners’ ability to action change in-flight 16 “ 👍 👍
Core principles 17
18 18 Advertising was so much easier before anyone knew if it worked or not
Insight Live optimisation works - but how can it work for you? Here are its three core principles to get you started. Ad Server Technology Strategy
20 Strategy We strongly advise against having “set and forget” style of systems - whether that’s one ad you leave running or using live optimisation that doesn’t do anything but that. You need to know what you want to know about your audience. This means your media spend can also be your research budget. Your ads can teach you about your audience. Technology There are various tools, Automated Creative included. You need a platform that lets you create ads very quickly, tag them, and report back on them. Insight All your live creative optimisation ads should be telling you something about your audience. You’re turning impressions into intelligence. You can do all of this manually - taking a long time! - or you can use a combination of in-house and partners.
4. Benefits 21
22 22 1. Production: scale, speed, ease 2. Insight: Turn impressions into intelligence 3. Performance: Expect 17% uplift, at least With the right technology, you’ll be able to create any ad for any audience on any platform, get it live and then get data from it to optimise that ad based on the actual reactions and insights from that ad.
23 23 1. Production: scale, speed, ease 2. Insight: Turn impressions into intelligence 3. Performance: Expect 17% uplift, at least Learn more about your audience as you evolve your marketing strategy.
24 Only ⅓ of marketers have access to live campaign data
A case study we’re proud of: PensionBee’s TVC was re-recorded to include messaging and visual insights uncovered with AC online ads. Results: 20.42% decrease in CPA “[The work] led to us declaring our love for Automated Creative” Jasper Martens / CMO CASE STUDIES / / PensionBee
26 26 1. Production: Scale, speed, ease 2. Insight: Turn impressions into intelligence 3. Performance: Expect 17% uplift, at least
4. How to get started 27
28 28 1. KNOW YOUR END GAME
29 The process and embedding it into your workstreams is one of the most important things. We help integrate live optimisation into new companies day in, day out. And we’ve seen that if you can start with some really basic potential A/B testing or live optimisations in-flight and then it becomes much easier to scale in time. Firstly, start with a really clear objective for your business, your communications strategy as a whole and for the specific campaign that you will use to test live optimisation with. We’ve come across quite a few situations where the client has overall objectives but not the metrics to match them. For example, you could be looking at volume of customers into the business where it may be more appropriate to measure the value or the number of new customers vs existing.
30 2. GATHER THE RIGHT SQUAD
31 Have the right team members in the right position. This will vary depending on the business you’re running and whether you work with agency partners or whether you’re testing things in-house. We recommend having one stakeholder focused on media, one who’s focused on creative and the bigger creative mission, and then another stakeholder who’s thinking about live creative optimisation. It’s essential to have that third live creative optimisation “head” that can think about what needs to be optimised in the moment. It might be that’s a balance between media and creative - and it’s usually quite effective to have this third party “referee” almost to manage everyone. It’s really important to have this neutral element balancing the needs of creative and media.
32 32 3. LIST SOME HYPOTHESES
33 Focus on answering the big questions for your campaign. All marketers have hunches about the type of advertising you think is working for your brand - a message, a design style… anything, really. List out all the questions you would like answers to. From questions, you can structure into hypotheses and even lay them out through a timeline.
34 4. ADD SOME WILDCARDS
35 One of the best part of running ads at scale is you can test some wildcards, too! You don’t have to pick “one safe bet.” When you’re doing lots of multivariate testing you can throw in messages or ideas that you think may not appeal to a wide audience. Very often, it’s these outsiders that drive performance - because they feel surprising and generate standout content, particularly in a digital environment.
36 36 5. DATA FOR DECISION MAKING
37 Once you have your hypotheses and your wildcards, think about data for decision making. It’s really important to have access to data to drive your decisions, based on the key objectives that you have. The ideal scenario is the way we work at Automated Creative: we build dashboards and APIs into platforms. This gives us live data coming through constantly. Most platforms’ in-built ad management is not particularly user-friendly - so anything that you can do to better visualise the data is immediately going to help you make better decisions as you go through the process of live optimisation.
38 6. START.
39 Finally, just getting started is really important. It can be as simple as some initially A/B testing: one message vs another message. Then scale it out from there. You don’t have to wait for the most perfect possible testing opportunities. In fact, a lot of our clients start small, run pilots on certain brands, and scale things out when they start seeing the results and success. So don’t think you have to immediately turn this on for every single campaign - start small and scale it out from there.
40 40 Reach out: hello@automatedcreative.net

More Related Content

Why So Many Ads? An Introduction To Live Creative Optimisation

  • 2. Why do we need so many ads? An Introduction to Live Creative Optimisation
  • 3. 3 Content Sharing valuable insights into how to make live optimisation work for newbies and pros: 1. What is Live Optimisation? 2. Understanding the landscape 3. Core Principles 4. Benefits 5. How to get started
  • 4. 1. What is Live Optimisation? 4
  • 5. Matt Green Director, Global Media Practice World Federation of Advertisers 5 Ads used to work like this This is how ads used to work - from basic “one big idea” with static delivered ads all the way to today’s access to real-time data and to the power of AI.
  • 6. 6 The Live Optimisation Model Our live optimisation model allows brands to continually adapt to feedback from end customers, improving their ads in-flight. This multiplies creative and delivers better targeting and more effective ads.
  • 8. A little bit OF HISTORY 8 8 8 2000-2010s: Uses behavioural data / Cross channel Programmatic introduced Mid 2000s: Dynamic Creative Optimisation appears Real time data introduced 1990s to Early 2000: Basic Banners + New Data 8 2010s - Present: Real time, environmental and contextual data AI driven
  • 10. The Wake-up Call Nearly ⅓ of marketers do not optimise digital media in-flight at all [Source AC Senior Global Marketers Survey, Sept 2023] 10 10
  • 11. 11 Despite the fact that optimising your ads in-flight can boost revenue and deliver much more creative effectiveness, our findings show that lots of marketers still don’t do this.
  • 12. 12 = The average added media value our methodology returns on campaigns vs non-optimised results [Anonymised client data from over 6 billion live media impressions]` 17%
  • 13. 13 13 Meta say use 2-8 ads* We have proved that 36.49 for Awareness and 14.81 ads for Conversions work best. This is why you need so many ads - it works
  • 14. 14 14 Nearly ⅓ of marketers are not optimising digital campaigns in-flight at all.
  • 15. 15% 46% 18% 18% Do you feel you have the information you need to make decisions around creative effectiveness mid-campaign?” Survey in focus TIME TO DECISION 61% Don’t feel confident / have below average confidence in their information to hand 15 5 VERY CONFIDENT 2 3 4 1 NOT CONFIDENT AT ALL 3% “ 👍 👍
  • 16. How confident are you in your team's ability to action changes to a campaign based on insight in a timely manner?” 1 VERY CONFIDENT 5 NOT CONFIDENT AT ALL 2 3 4 7.7% 28.2% 17.9% Survey in focus TIME TO ACTION 33.3% 12.8% 53.8% don’t feel confident in their team’s or partners’ ability to action change in-flight 16 “ 👍 👍
  • 18. 18 18 Advertising was so much easier before anyone knew if it worked or not
  • 19. Insight Live optimisation works - but how can it work for you? Here are its three core principles to get you started. Ad Server Technology Strategy
  • 20. 20 Strategy We strongly advise against having “set and forget” style of systems - whether that’s one ad you leave running or using live optimisation that doesn’t do anything but that. You need to know what you want to know about your audience. This means your media spend can also be your research budget. Your ads can teach you about your audience. Technology There are various tools, Automated Creative included. You need a platform that lets you create ads very quickly, tag them, and report back on them. Insight All your live creative optimisation ads should be telling you something about your audience. You’re turning impressions into intelligence. You can do all of this manually - taking a long time! - or you can use a combination of in-house and partners.
  • 22. 22 22 1. Production: scale, speed, ease 2. Insight: Turn impressions into intelligence 3. Performance: Expect 17% uplift, at least With the right technology, you’ll be able to create any ad for any audience on any platform, get it live and then get data from it to optimise that ad based on the actual reactions and insights from that ad.
  • 23. 23 23 1. Production: scale, speed, ease 2. Insight: Turn impressions into intelligence 3. Performance: Expect 17% uplift, at least Learn more about your audience as you evolve your marketing strategy.
  • 24. 24 Only ⅓ of marketers have access to live campaign data
  • 25. A case study we’re proud of: PensionBee’s TVC was re-recorded to include messaging and visual insights uncovered with AC online ads. Results: 20.42% decrease in CPA “[The work] led to us declaring our love for Automated Creative” Jasper Martens / CMO CASE STUDIES / / PensionBee
  • 26. 26 26 1. Production: Scale, speed, ease 2. Insight: Turn impressions into intelligence 3. Performance: Expect 17% uplift, at least
  • 27. 4. How to get started 27
  • 29. 29 The process and embedding it into your workstreams is one of the most important things. We help integrate live optimisation into new companies day in, day out. And we’ve seen that if you can start with some really basic potential A/B testing or live optimisations in-flight and then it becomes much easier to scale in time. Firstly, start with a really clear objective for your business, your communications strategy as a whole and for the specific campaign that you will use to test live optimisation with. We’ve come across quite a few situations where the client has overall objectives but not the metrics to match them. For example, you could be looking at volume of customers into the business where it may be more appropriate to measure the value or the number of new customers vs existing.
  • 31. 31 Have the right team members in the right position. This will vary depending on the business you’re running and whether you work with agency partners or whether you’re testing things in-house. We recommend having one stakeholder focused on media, one who’s focused on creative and the bigger creative mission, and then another stakeholder who’s thinking about live creative optimisation. It’s essential to have that third live creative optimisation “head” that can think about what needs to be optimised in the moment. It might be that’s a balance between media and creative - and it’s usually quite effective to have this third party “referee” almost to manage everyone. It’s really important to have this neutral element balancing the needs of creative and media.
  • 33. 33 Focus on answering the big questions for your campaign. All marketers have hunches about the type of advertising you think is working for your brand - a message, a design style… anything, really. List out all the questions you would like answers to. From questions, you can structure into hypotheses and even lay them out through a timeline.
  • 35. 35 One of the best part of running ads at scale is you can test some wildcards, too! You don’t have to pick “one safe bet.” When you’re doing lots of multivariate testing you can throw in messages or ideas that you think may not appeal to a wide audience. Very often, it’s these outsiders that drive performance - because they feel surprising and generate standout content, particularly in a digital environment.
  • 37. 37 Once you have your hypotheses and your wildcards, think about data for decision making. It’s really important to have access to data to drive your decisions, based on the key objectives that you have. The ideal scenario is the way we work at Automated Creative: we build dashboards and APIs into platforms. This gives us live data coming through constantly. Most platforms’ in-built ad management is not particularly user-friendly - so anything that you can do to better visualise the data is immediately going to help you make better decisions as you go through the process of live optimisation.
  • 39. 39 Finally, just getting started is really important. It can be as simple as some initially A/B testing: one message vs another message. Then scale it out from there. You don’t have to wait for the most perfect possible testing opportunities. In fact, a lot of our clients start small, run pilots on certain brands, and scale things out when they start seeing the results and success. So don’t think you have to immediately turn this on for every single campaign - start small and scale it out from there.