In recent years, we have seen a rapid increase in the use of artificial intelligence (AI) in various industries.
One of the most popular applications of AI is in marketing. AI tools can help marketing departments in various ways, from optimizing ad campaigns to personalizing content.
One area of particular interest to marketers is the use of AI for measuring the creative impact of marketing campaigns.
Traditionally, creativity has been difficult to measure because it is subjective. However, with the help of AI, we can now begin to quantify creativity.
According to Meta “…70% of the potential return on investment for video advertising comes from the creative itself, with the remainder being driven by executional elements.”
So you can see how important it is to be able to measure the impact of your creatives and use that data to optimize where necessary.
This article will explore how AI can help you measure the creative impact of your marketing campaigns.
What is AI and what are its capabilities?
AI stands for artificial intelligence. It is the result of applying cognitive science techniques to artificially create something that performs tasks that only humans can perform, like reasoning, natural communication, and problem-solving.
AI technology is used in a variety of fields, including healthcare, finance, manufacturing, and retail.
So what are the primary types of AI?
The three primary types of artificial intelligence are analytical, cognitive, and creative.
Analytical AI: Analytical AI is used to make decisions based on data. It looks at a large amount of data and then makes predictions or recommendations based on what it has learned. This type of AI is often used in financial applications to predict stock prices or in healthcare to recommend treatments.
Cognitive AI: Cognitive AI is used to simulate human thought processes. It can be used to understand natural language and recognize patterns. This type of AI is often used in customer service applications to provide engaging and personal responses to customers.
Creative AI: Creative AI is used to generate new ideas or solve problems in innovative ways. This type of AI is often used in marketing to come up with new advertising campaigns or in product development to design new products.
Some of the capabilities of AI include:
- Pattern recognition
- Machine learning
- Natural language processing
- Predictive analytics
How can AI help us measure marketing creativity?
Artificial intelligence (AI) is increasingly being used in marketing and advertising. One of the main ways AI is being used is to help measure creativity. Creativity is notoriously difficult to measure, but AI can help by providing objective metrics and analysis.
There are several ways AI can help measure creativity, including analyzing tone, style, and word choice in advertising copy, assessing the visual appeal of an ad, and measuring the reaction of consumers to an ad campaign.
By using AI to measure creativity, marketers can get a more accurate picture of what is working and what needs to be improved.
Some say that AI is the perfect tool for measuring creativity because it can analyze data in ways humans cannot. AI can help us identify patterns and trends that we would not be able to see with the naked eye.
Additionally, AI can help us measure the impact of creativity on various business outcomes, such as sales and customer engagement. Ultimately, AI can help us optimize our creativity to achieve better results.
In addition to helping measure creativity, AI can also be used to generate creative ideas. This is done by using algorithms to generate new ideas based on past data and trends. AI can also help with the execution of creative ideas by automating repetitive tasks.
To make visual assets more accessible, automated software can translate content across languages, crop images to better frame subjects, and generate image descriptions. As a result, marketers are discovering new artistic heights and reimagining how to communicate messages across mediums.
However, AI has the potential to play an even larger role in the advertising life cycle, assisting marketing teams in content planning and optimization like never before.
Based on audience interaction data, AI tools can assist marketing professionals in developing more effective advertising strategies. This iterative approach to ad optimization is the way of the future, and it will help brands lead with content that audiences love.
Meta and Pencil worked together to identify four key creative AI use cases in digital advertising:
- Illumination – AI tools can quickly evaluate an ad’s potential success and ultimately help illuminate the next big creative idea.
- Generation – AI can take previously generated input and generate new combinations or iterations on the same motif.
- Augmentation – By customizing, localizing, or refining them, augmentation can make creative ideas stronger, more personal, and more resonant.
- Connection – Creative AI provides a distinct perspective, unearthing nuance and specificity to find the right message for the right audience.
The benefits of using AI to measure marketing creativity
The ability to measure the creativity of marketing campaigns has long been a challenge for businesses. As marketing campaigns become more and more complex, it can be difficult to know if they are truly effective.
However, with the advent of artificial intelligence (AI), this is no longer the case. AI can be used to effectively measure the creativity of marketing campaigns and provide insights that can help businesses improve their campaigns.
There are many benefits to using AI to measure marketing creativity. AI can help businesses save time and money by providing accurate and timely measurements of campaign creativity.
It can also help businesses identify patterns and trends in creativity, allowing them to create more effective campaigns. Finally, AI can help businesses better understand their customers and target their campaigns more effectively.
When helping our clients market to Muslim consumers, Google’s AI helped us realize that traditional colors and patterns relating to Muslim cultures did not do well in creatives. We realized that due to the young age of Muslims online, more contemporary and mainstream creatives performed better. Having this knowledge gave us the opportunity to help our clients save money and get a better return on ad spend (ROAS).
The below images show how Google Responsive Ads give us a clear picture of how each creative element is performing in an ad campaign. This in turn helps us optimize current ads and plan for future campaigns targeting Muslim audiences.
In the first image, you can see Google Ads’ AI rating the description of the ad as performing as one of the best descriptions among several descriptions that we are using for the ad.
The second image ranks the headline as one of the best headlines among several descriptions that we are using for the ad.
The image is ranked as “good” and this ranking is just one level better than low which is given to an asset that is not performing well.
We can gather from this that we only need to optimize the image for this ad.
AI can help you identify patterns and trends in data, which can then be used to improve future campaigns. It can also help to assess the effectiveness of campaigns in real time, which can be invaluable for making quick changes.
And finally, AI can provide insights into customer behavior, which can help brands to better understand their customers and create campaigns that are more likely to resonate.
If you are looking for a way to measure the creativity of your marketing campaigns, AI is a great option.
Wrapping it up
The value of creative marketing has long been perceived as a subjective element in the grand scheme of things. However, today, with the help of AI, this extremely important element of any marketing campaign can be measured in more ways than one.
Today, brands like yours can pinpoint the performance of each piece of the ad creative for better optimization and planning.
Guest Author: Alwi Suleiman has been in marketing since 2006 and has helped several businesses build their marketing strategies. He is the Lead Marketer at Muslim Ad Network and the owner of Content Market King. He is passionate about helping small businesses thrive through online marketing strategies.