New research evaluating marketers’ creative performance from social competitive intelligence and brand analytics platform BrandTotal reveals that that creative has a lasting impact on social advertising campaign performance—especially when you are tracking competitive digital and social advertising campaigns from your competitors. The results were almost split down the middle on what is the leading factor when it comes to a successful brand campaign: media (48 percent) or creative (52 percent).
Surprisingly, only 37 percent of respondents noted that they benchmark their creatives against their competitors advertising creative by using a creative intelligence tool, but 87 percent of respondents said they had a tool to measure the impact of creative performance—meaning, a majority of those who are using a creative measurement tool are not getting inputs or automated competitive insights and analytics on competitor’s advertising creatives on social media.
In addition, 82 percent of survey respondents shared they have shifted campaign creative based on what creative ads their competitors were leveraging in the market, creating an inefficiency in how this data on competitors is getting to CMOs.
Because a majority (67 percent) of CMOs reported that creative teams are stretched too thin, it’s surprising that more have not invested in an automated tool that would allow insights on competitors creative to come to them vs. manually screenshotting or discovering competitor’s creative campaigns from time to time.
Meanwhile, 86 percent of survey respondents shared that a shorter cycle from ideation to campaign launch would positively affect their marketing and advertising initiatives this is especially important given tectonic shifts by consumer facing brands into the fast-paced eCommerce, D2C and Social Commerce. Fifty-eight percent of the same group shared the primary reason this is not happening is that the current creative team is tasked with too much.
Eighty-two percent of survey respondents admitted to shifting their brand creative because of what they saw a competitor doing and when the shift happened 77 percent reported that it resulted in better campaign outcomes. More than 90 percent noted that they employ A/B testing of their own media creative on social media with 41% noting the motivation is to improve campaign spend efficiency, and 29 percent noting this tactic is to improve conversion rate.
Only 25 percent of respondents shared their reason is to ensure the creative appeals to consumers and they have a favorable opinion of the brand.
Eighty-six percent of respondents saw better campaign outcomes when creative shifted.
The survey revealed that nearly two-thirds of respondents rely on in-house employees to drive creative, with 22 percent noting that creative is driven by a C-suite leader such as the CEO or CMO, while 25 percent have an in-house creative lead and 25 percent have created an in-house creative agency/team.
“As a former ad agency creative strategist, I know that insights-based creative is the most effective, and when you layer on category competitor knowledge to first party data that is available to the brand, it combines the knowledge you have about your customer, with what will stand out in the current media landscape,” said Alon Leibovich, co-founder and CEO of BrandTotal, in a news release. “While there has always been a friendly rivalry between media and creative teams, doubling down on creative concepting by leveraging brand marketing analytics and competitive creative intelligence, will only make media spends more efficient in terms of consumer engagement and sentiment and allow for better brand outcomes and making better insight-driven creatives, faster. I hope that today’s CMOs see this data as a wake-up call and will double down on architecting effective creative, and committing to measuring it!”
Leibovich continued: “The data from this survey surprised me, while CMOs are consistently seeing great results by shifting creative (especially if they are keeping an eye on their competitors) they are choosing to make it a manual process and not have a tool that provides insights to them directly.”