Creative Optimization
What is it?
Creative Optimization surfaces the true response of consumers to advertising by recording their automatic and unfiltered responses.
Our approach uniquely combines the standard scorecard ranking of many ad effectiveness tools with the diagnostic, second-by-second analysis to reveal both the drivers and lag factors that impact overall creative performance.
Brainsights also maintains general and category benchmarks that provide key anchor points to measure creative effectiveness against other creative in-market.
How do we use it?
Brainsights is able to add significant value for brands that priorities learning and efficiency in their research endeavours. Our Creative Optimization tool exceeds what is possible with competitive solutions by:
Identifying precise messaging that consumers respond to withing your creative assets, not simply an overall score. This is especially useful when the asset is destined for multiple channels (e.g. beyond TV).
Providing the insights required to make informed decisions when cutting down or adapting your assets (e.g. cutting an ad from 60 seconds to 30 seconds).
Determining what optimizations are important in crafting the best possible assets.
Offering a quantitative, data-driven alternative in place of traditional, qualitative measures.
