Lean AI

Chapter 8. Creative Performance

The best way to acquire and retain customers is to target the right audience, with the right creative message, in the right channel and at the right time.

AI enables you to get smarter using data to optimize your creative performance to a whole new level. Marketing creative can simply be defined as the way you communicate your core message to you target audience at different stages of their customer journey through the marketing funnel. The AI “intelligent machine” needs access to a large variety of creatives to train the algorithms to figure out the right creative to show to the different user segments to elicit the desired response. The more creative variety you have, the more chances you’re giving your intelligent machine to learn and optimize. This chapter will explain how creatives can be leveraged—and measured—as part of your AI machine.

The Importance of Creative Assets

The creative is the single biggest lever to impact your campaign performance. Just as comedian Ron White puts it: you can’t fix stupid…well, you can’t fix awful creatives with all the AI in the world. Running a variety of assets will help these platforms personalize your ads for as many ad placements as are available. Another thing to keep in mind: the better the click-through rate on creative, the less you need to pay to win competitive bids in either of the major advertising marketplaces to win the impression to get your ad in front of your target audience—a higher click-through ...