Vidmob, the leading creative data company, today revealed key findings from a Forrester Opportunity Snapshot study, “Maximize Media Impact With AI-Driven Creative Insights”. The study, commissioned by Vidmob and conducted by Forrester Consulting, highlights the importance of creative quality and measurement in maximizing advertising effectiveness, including approaches and tools used by B2C marketing leaders to predict and measure creative impact.
The majority of respondents believe purpose-built AI tools are essential for boosting ROI and achieving advertising goals, with many planning to use these tools to ensure compliance with platform and brand best practices.
The survey was conducted with 323 enterprise B2C marketing leaders across Europe, US and Asia Pacific, who are responsible for making software and technology decisions to drive creative effectiveness.
Key findings include:
- 71% argue that improving creative quality is critical to drive brand growth
- Effective creative is crucial for advertising effectiveness: 63% of respondents agreed, with 64% stating that improving creative effectiveness is one of their top business priorities in the next 12 months.
- Current creative effectiveness measurement methods are not working:
- 76% of respondents say their advertising effectiveness is weakened by ineffective creative and/or the inability to measure creative effectiveness.
- 45% say their current testing methods are time-intensive and/or costly, or nonexistent.
- 32% say they can only measure creative effectiveness post-media flight.
- Purpose-built AI tools deliver growth, ROI and efficiency: 70% of respondents say that AI-driven creative pretesting and AI-driven creative analytics will help them achieve their goals.
- 69% of respondents want to use AI to assign creative quality scores to their ads before they run.
- 72% plan to use AI to understand if an ad is compliant with platform-specific best practices before it runs.
- 58% of respondents say standing up a center of excellence (CoE) is critical to the successful adoption of AI-driven creative testing and analytics tools.
- They expect these tools to help them improve creative quality (65%) and efficiencies (64%).
“A brand’s creative assets represent one of the most significant opportunities to improve marketing effectiveness, and creative data is the key to unlocking that opportunity” said Alex Collmer, CEO at Vidmob. “The findings unearthed that advertising effectiveness is being hampered as leaders struggle with ineffective creative. In order to boost media ROI, businesses must build their own first party creative data asset by deploying the AI tools necessary to understand past and present creatives, and how every creative decision impacts all of the behaviors they are trying to drive. In doing so, they crack the code on a creative impact and reach the next level of advertising effectiveness.”
“The study highlights that without talent proficient in AI-powered creative testing and analytics tools, companies risk falling behind in their ability to maximize media investments and achieve their advertising goals,” Matt Young, CRO at Vidmob commented. “It’s vital that marketers ensure their organizations are both comfortable and skilled with these AI-driven technologies. This applies to internal teams and agency partners as well, who need to understand and leverage these advanced capabilities to empower advertising effectiveness for clients. Establishing a Center of Excellence (CoE) is a great starting point for those embarking on their AI journey.”
Methodology:
This Opportunity Snapshot was commissioned by Vidmob. To create this profile, Forrester Consulting supplemented this research with custom survey questions asked of 323 marketing, data and analytics, and operations leaders representing enterprise B2C companies. The custom survey began and was completed in May 2024. This study was conducted in a double-blind fashion.
The survey spanned North America (33%), Europe (34%), and Asia Pacific (33%). The businesses surveyed came from; Alcohol/beverage (18%), beauty/cosmetics (18%), other CPG (7%), financial services (22%), travel and hospitality (19%) OTC pharmaceutical companies (16%).
Note to the Editors: Additional key findings:
- Measuring performance after the fact is also tough, with 37% saying they lack the data to inform future creative strategy decisions.
- A third of respondents struggle to measure creative effectiveness at all due to the limitations of current vendors.
- 57% of respondents say that to be successful, they’ll need to educate their procurement department on the importance of investing in creative effectiveness tools to drive media effectiveness.
About Vidmob:
Vidmob is The Creative Data company. Its AI-based software improves creative and media performance by helping brands and agencies derive their own custom creative best practices, and ensure that those learnings are applied across all flighted media. Vidmob’s approach to using creative data drives brand consistency, reduces creative and media waste, and increases overall business performance across the funnel. As the industry pioneer and leader in creative data, the power of Vidmob’s platform lies in its integrations across the digital ad ecosystem, its analysis of every creative attribute – combined with their associated performance – for over 18 million ad creatives and its unique approach combining human insight and machine data.
A portion of every dollar Vidmob receives helps provide access to technology through product donation and technology education through its 501 (c)(3) Vidmob Gives. The company has received over $210 million in venture funding, backed by industry leaders like Adobe, and has received numerous awards including Ad Age’s Best Places to Work and Digiday’s Most Innovative Technology Award.
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