Showing posts with the label testing ad creatives

The New Quest to Measure Creative Effectiveness

A great deal of concentration around the effectiveness of an ad is measured in things like how much attention and clicks it received, and what happened as a result of those clicks. But despite this methodology becoming the standard by which we measure ad effectiveness, the creative portion itself has been left in the dust.  When we talk about “measuring creatives”, a lot of attention goes into the effort it takes to produce it. How long did it take to craft the asset? What was the time spent in going from creative brief to the ultimate output?  If you asked a farmer selling oranges, “how long did it take to harvest them?” or “How much time passed from the point where the seeds were planted to where the orange trees began to grow?", he’d look at you like maybe you got hit too hard on the head with one of them. After all, none of those things have anything to do with why people buy oranges, and yet, no one is asking the real question -- how do they taste?  Creative Effectiveness is