Why Do We Need So Many Ads? Live Creative Optimisation Explained
What is live creative optimisation and how does creating lots of ads play a role in boosting creative effectiveness and making your marketing more successful? It’s time to delve into an essential topic for growth in 2024.
You may not have adopted live optimisation yet, but the days of static advertising are over and your competitors are very likely to be more effective and commercially successful. by optimising their campaigns in-flight. That’s because technology and AI are allowing us to multiply creative iterations, learn from live feedback and adjust rapidly. We can test and change campaigns faster and more effectively than ever before.
Yet, our research has shown us that up to 1/3 of marketers don’t optimise in-flight. They either don’t have access to the data or their teams are not set up to do this. As a result, they miss out on up to 17% media value on what’s an already tight budget.
This is why we’ve been running the Introduction to Live Creative Optimisation webinars - to shed light on the potential benefits, the core principles, and the starting steps to boost creative effectiveness.
How To Get Started With Live Creative Optimisation
As Amy Wright, AC’s Global Head of Creative Strategy, explained in the webinar, there are a few steps to introducing live optimisation into your marketing processes. These can be implemented regardless of your budget or team size, whether you kick off with some simple A/B testing or something more sophisticated. Get these things right and you’ll be able to scale over time.
Know your end game - start with a clear objective for your business and your communications strategy as a whole, while also looking at the specific campaign that you will test live optimisation on.
Gather the right squad - having a team member focused on live creative optimisation, separate from the person who manages relationships with media or with creative, is key to creating a neutral “referee” head that balances the needs of both sides.
List some hypotheses - you’ll probably have a hunch about the type of content that resonates with your audience - turn these into questions and list out as many hypotheses as you’d like to test, organising them over time.
Add some wildcards - the beauty of running ads at scale is that you don’t have to go with “one safe bet” when it comes to your marketing. Instead, throw in some elements that you may have thought won’t appeal to a broad enough audience or that you feel are complete “outsiders.” You may actually find that they perform really well, as they’re fresh, standout content!
Get data for decision making - it’s essential that you have access to data from your testing, that can then actually influence your decision making. We build dashboards and APIs into platforms to make the information accessible and easy to digest. Anything you can do to visualise data better will immediately improve your ability to make decisions as you go through the process of live optimisation.
Just start - the first step may be the most daunting, but you can start small and gradually scale your creative optimisation from there. Once you’ve run a few pilots and seen results, you’ll be more comfortable extending the scope of live optimisation.
Get more details from the webinar in the slides below - or sign up for the next event on the 25th of January.