- Moving quickly on creative testing is critical to maximize ROI.
- Modus methodically tests creative knowing the difference in performance on 1 creative compared to another can be well over 300%.
- Changes in creative could be small items such as Music, Voice Over, Offer, Call to Action, Colors, End Cards, other variables or completely new executions.
- IBM’s Watson Advertising Accelerator provides creative/visual insights to drive the highest engagement for a given audience
- Anticipation: Predicts the creative elements to drive engagement
- Segmentation: Discovers new audience segments based on message resonance to help expand a message to untapped audiences.
- Revelation: Analyzes each campaign from a creative and audience perspective, extracting insights on the highest and lowest performing experiences.
- Accelerator analyzes cookieless data signals to predict and subsequently assemble a customized video creative for each impression based on the likelihood of a consumer converting against a KPI.
- The growth of OTT/CTV is accelerating faster than originally projected. It is imperative brands adopt tools that allow them to make quicker, more accurate decisions to maximize ROI.
Source: IBM Watson Advertising Accelerator Expands to Bring AI to Fast-Growing OTT Media and Streaming Landscape | Nasdaq
