Creative analytics

Creative analytics are organized and systematic data and insights on the performance of creative assets, ads, and ad groups. Creative analytics help marketers visualize, analyze, and improve their creative assets in order to optimize marketing performance. As highlighted on our dedicated creative analytics page, the goal of analyzing your creative is to quantitatively improve your brands’ storytelling in order to increase engagement on your advertising assets. 

And, ultimately, of course, increase both ROAS and ROI for your marketing campaigns.

By using a marketing analytics platform to analyze your creative, the idea is to be able to visualize the performance of each creative asset side-by-side so you easily identify the best performing ones. This not only helps improve advertising performance, but can also provide direction to designers and marketers about the type of creative that resonates best with the audience. Ultimately, creative analytics is used to streamline and improve the process of designing creative assets while optimizing the performance of existing ads.

Many marketers rely on marketing analytics to improve the performance of their marketing campaigns, although they often rely on analyzing performance based on factors such as costs, ROI, CPI, viewability, and other quantitative metrics. One area of analytics that is often overlooked is the performance of creative assets themselves, even though creative is often at the core of what drives overall ad performance. 

As Datasine highlights, “creative is behind every ad click:”

The quality of your creative determines 75% of ad impact. And creatively-awarded campaigns are 27% more effective. This means that after all the targeting and budget optimisation you do, the creative determines the response and engagement you receive from your audience.

The reason that creative analytics is often overlooked by marketers is that there are often so many elements that go into a winning design that it can be hard to pinpoint exactly what drove the higher engagement. For example, high-performing creative can be influenced by the imagery, colors, layout, and much more. In short, analyzing the performance of creative often requires more of a human touch, as well as both a qualitative and quantitative approach to analytics. With the right tools, however, creative analytics can be just as efficient and valuable as other forms of marketing analytics.

As a leader in marketing analytics, Singular provides marketers with the tools they need to analyze and optimize their creative assets. Below are a few of the key features of Singular that enable marketers to visualize the performance of their creatives:

• Visual reporting: By visualizing assets in a side-by-side view, this allows you to easily determine the performance, including ROI. You can also customize the way you analyze image and video performance by defining custom metrics and dimensions that matter most to your business.
• Automatic creative with image recognition: This allows you to analyze the performance of a given asset across various campaigns and media sources by tapping into image recognition technology, which automatically groups similar creative assets regardless of minor copy or compression difference.
• Creative tagging: This refers to grouping creative using custom keyword tags to test and analyze creative performance by any themes or dimension. Creative tagging enables marketers to test different creative strategies and see how a given asset performs for different audience segments.

In summary, Singular provides a full suite of marketing analytics to improve the performance of your creative assets. With this data in hand, marketers can improve their storytelling, increase engagement from their target audience, and ultimately improve the ROI on their marketing dollars.