The Importance of Creative Data

As hard working app marketers, we tend to grab and leverage copious amounts of UA data for targeting and maximising ad delivery for best possible conversion. This has been standard practise since (what seems like) forever, and much like any routine left unchecked, it has become somewhat stale, leading to decreasing Click Through Rates (CTR) and ROI. There is a worrying wave of ignorance when it comes to analysing different forms of data – specifically creative data, which hold the power to turn campaigns around.

Creative Data at Play

Creatives within a campaign are critical for success and have been heralded by many as a primary factor that determines ad impact. As the marketplace is becoming more and more crowded – app marketers need to leverage whatever tricks possible to stand aside from the competition, and the data that can be pulled from creatives might just be key to success. 

We are often far too quick to put a firm barrier between UA and Creative – after all, creatives are something we view as needing intuition, art and a designers touch whereas data is often banished to the UA team to crunch and use to better campaigns. It’s time to blur this barrier. Measuring data needs to go well beyond placement, copy and format, creatives and all associated data need to be used to unlock more findings and what works and what does not across all relevant campaigns.

Creative Data Points & Content Atomization

Each creative asset holds a wealth of data points (think imagery, layout, copy, color) and analysis of these points can vastly improve performance when combining with engagement data. These nuggets of data can be used to better understand which assets match with which audience segment – a process often referred to as content atomization.  

Content atomization is the act of breaking down creative content into assets and viewing each as a standalone to better understand an image composition and how it works to bring in conversion. Content atomization breaks an image into different tags (for example face, eyes, lips, nose, mouth….) with the idea of using AI to match these tags with other elements including lighting, logo placement etc.

Indeed, creatives hold the power to make quite a difference to campaign ROI. According to Nielsen, 56% of ROI is attributed to creative assets, and according to Google-  70% to ad performance, so it’s critical to start optimizing on these specific data sets. 

The Power of AI

App marketers are becoming savvier, investing in tools to unlock the right creative data to make stronger decisions that have come directly from performance – and this is all getting done BEFORE introducing ads to the social channel testing ground. The right AI can quickly reveal which ad are likely to perform strongest, and it can extract each creative campaign element, allowing advertisers to almost completely trash long and costly testing methods alongside punitive guesswork. Choosing the right AI tool is critical  – ideally one should be used that can pull from a brands own data- more specifically from previous campaigns to quickly assess what is working, what is failing, and which creatives have the strongest chance at success. 

AI is the way forward when it comes to assessing creative data, so much so that the big players are even offering creative services direct, yet this use of AI should not be seen as a complete robot takeover. AI should always be used alongside human input as this is the key to provide the winning intuition and innovation needed to deliver the latest in fresh ideas. 

By using creative data, content creators can save time and cost, and take the bulk of risk and guesswork away from the campaign and get more creative with content instead of rehashing the same old ads based on the same old UA datasets waiting for the same old creative fatigue to set in. The creative team at Liniad have access to the right AI and the right expertise to help app advertisers fully understand what elements to include in creative content to effectively resonate with specific audiences – with fully scalable practises and results – using creative data effectively to take a significant sting away from campaign creation. 

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