Forty-seven percent of advertising performance are down to its creative – it is 2x as important as audience reach, 3x as important as branding, and 5x as important as targeting. It’s a whopping 56% if one just looks at digital ads.
What’s more, the top 25% of creatives outperform the bottom 25% of creatives by a factor of eight (via @Nielsen).
Did somebody say “massive unrealized optimization potential”?
Yes. Mediaocean’s president John Nardone and their SVP Product, Anthony Yam, did, when they presented their company’s product roadmap for this year. Above all, @Mediaocean will focus on creative automation and personalization to help clients tap into this potential (aka #dynamiccreativeoptimization #DCO). As Nardone said, “We need to get rid of that bottom 25% of creatives.”
#AI will help dealing with the millions of permutations of headlines, copy, graphics, photos, videos, ad formats etc. to find the optimal combination of creative elements for users as the platform goes through the rinse-and-repeat of producing creative, automating the process, activation and optimization. It wasn’t exactly clear how they use AI, and there was no mention of using #largelanguagemodels (#LLMs) such as @OpenAI’s #ChatGPT.
In a review of 2022, Nardone highlighted:
- The integration of Mediaocean’s acquisitions @Flashtalking and @4C (with its #Scope product) adding social advertising to its offer in display, video, #CTV and #linearTV.
- Adding an ad tech stack to the existing ad management stack (dubbed “ad infrastructure”.
- Integrated video, #CTV and #linearTV.
Leave a Reply