App marketers are tackling a series of challenges brought about by shifts in consumer behavior, signal loss, the macroeconomic downturn, and new privacy measures like Apple’s ATT and Google’s Privacy Sandbox. To prosper in this environment, marketers are seeking new methods to operate and evaluate their campaigns’ success, including leveraging creative optimization tactics.
Yevgeny Peres, EVP of product strategy at AppsFlyer, advises companies to rethink how marketing teams make decisions on measurement layers and emphasizes the importance of optimizing creative assets. Strategies to meet these challenges involve blending advertising creative production, testing, optimizing, and iterating procedures with AI-powered data analytics to enhance speed, decrease costs, and foster human creativity.
Advertising creative, according to Peres, has become an essential tool for marketing teams under increasing pressure and with limited alternatives. Generating effective and superior performing creatives is crucial, relying not just on instinct and experience but also on understanding why a particular ad performs well. Insights into the reasons behind a successful ad can help teams adapt quickly and focus on their best-performing creative. Undesirable creatives, in contrast, need reworking or deactivation.
AppsFlyer’s new product, Creative Optimization, utilizes AI to aid marketing teams in making intelligent decisions promptly. This tool automatically evaluates creative assets, examining their performance across the user journey from engaging with the ad to producing revenue. It offers insights into which elements are underperforming and need replacement and which elements should guide the development of the next creative cycle.
AppsFlyer collaborated with over 100 companies, including game giant Zynga and fintech company Dave, to develop and test Creative Optimization. The results revealed partners increasing their ad spend by as much as 300% and significant improvements in key performance indicators. Furthermore, teams saved an average of 10 hours per week as administrative tasks associated with cross-functional creative processes were eliminated.
Lastly, when all teams can view the success of specific campaigns or creative assets via the same dashboard, it encourages internal collaboration and offers the creative team evidence of their value, thereby impacting the bottom line.
Source: How creative optimization is transforming app marketing in a post-cookie world.
