A new whitepaper from creative effectiveness ad platform Automated Creative and the World Federation of Advertisers, suggests brands who fail to track and optimise the performance of their digital campaigns could be leaving significant media value on the table.
The Compounding Creative whitepaper revealed that with proper in-flight creative optimisation, marketers can improve their media value by an average of 17%.
As Q4 approaches, the white paper outlines how marketers can reduce their CPA cost in conversion campaigns by over 50% — a crucial Q4 metric of success for many.
Surveying more than 200 senior marketers, and with features from brands such as Jack Daniel’s and Mars, the research identified an inability to optimise digital campaigns in-flight as a critical challenge for marketers.
The study found that just under one-third of marketers (28.9%) are not optimising digital campaigns in-flight at all, over half of respondents did not feel confident in their team’s or partners’ ability to take action in-campaign (53.8%), and only 2.6% of marketers felt they had enough information mid-campaign to take decisions around creative effectiveness.
Additionally, 18.4% complained of ‘poor’ communication between creative and media — the lowest rating — and an overwhelming 71% fell between poor and average.
According to the research, over 64% of marketers are feeling more pressured to deliver efficiency compared to last year, and 44% expect their budgets to reduce if Q4 fails to meet targets.
Launching your Q4 holiday campaign without prepping for in-flight optimisation is like launching a rocket ship into space without a mission control. Yes, you’ll have invested in the best possible team, design, and approach — but what are the chances that strategy survives contact with reality? Applying a ‘one size fits all’ creative approach can mean accepting a huge percentage of your campaign spend will be wasted. In today’s fast-moving landscape, it’s so important for brands to understand what is driving creative effectiveness.
Amy Wright, Head of Strategy at Automated Creative
Featured image: Compounding Creative whitepaper / Automated Creative
