New report from Pattern89 identifies the traits of effective ad creatives on social media
Pattern89, an AI-powered ad creatives optimization platform, unveiled its 2021 Creative ForecastOpens a new window , which predicts an advertisement’s creative dimensions for it to be successful. These dimensions include graphics, colors, and copy, which is likely to resonate with audiences on platforms like Facebook and Instagram.
At a time when precision and creativity are more important than ever before, AI-augmented advertising creatives can cut through the digital clutter and improve results by as much as 31% and prevent organizations from wasting their time and effort with underperforming assets.
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“The industry’s best and brightest minds are still navigating our new environment for the first time ever; no amount of tenure can account for the changes we have all felt this year, which is why intuition can only take us so far, †said R. J. Talyor, CEO, and Founder of Pattern89. “There has never been a better time to tap artificial intelligence for a data-driven approach to handling engagement. Our Creative Forecast uses billions of data points, over 49 thousand image dimensions and over a decade of historic data to truly unearth what will resonate in 2021. AI understands this enormous wealth of data when humans cannot. And because of that ability, it will find the trends and outliers that will make your specific campaigns perform in the best possible way.â€
Why Data Must Inform Creative Decisions in 2021
While the marketing world still relies on creative intuition, artificial intelligence is removing uncertainty by predicting what works. By analyzing billions of advertiser data points on a daily basis, AI can predict what creative will perform for brands before campaigns begin. This means that no matter the campaign goal or audience, AI can accurately forecast what creative content will resonate in the future.
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Pattern89 analyzed billions of data points across Facebook and Instagram. By analyzing this historical data and finding patterns in it, Pattern89 has calculated campaign lifecycles by industry and the optimal creative lifecycle length; imagery and colors to enhance and avoid, in the coming months; CTAs that drive clicks.
For instance, it found that the best headlines for awareness campaigns are 5-15 characters long and include the sparkle emoji. Body copy is between 40-60 characters long and should include a #.
In a recent release, the company mentioned that customers who’ve applied predictive insights have already witnessed significant cost reductions by eliminating the time and budget spent on A/B testing.
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“Marketers need to develop content that converts, which is why tools like Pattern89 are critical. But it is also critical to make sure opportunities do not slip through the cracks while you are focusing on the top of the funnel. Marketing automation optimizes the entire funnel so those valuable conversions ultimately turn into sales and real revenue,†says Chip House, CMO at SharpSpring.
However, it will be interesting to see how marketers respond to technologies like Pattern89’s AI algorithm. Historically, marketing has been the forte of creatives – people who are more adept at right-brain functions than their left-brained counterparts. While Martech has successfully changed conventional thinking about marketing, creatives are still considered sacred expressions of art unique to every marketer or brand. Will marketers be accepting of an algorithm dictating the dimensions of their creatives? Only time can tell.