Creative Archives | AdExchanger

Why Vodafone Is Giving Out Grades For Its Creative

James Hercher — Mon, 08 Jul 2024 04:50:09 +0000

Why even bother with creative? The big ad platforms all auto-generate ads now. Most ad viewers watch for only a second or two. Influencers will produce content for you. In this environment, creative is either less important than ever or more important than ever. One way to get a handle on your brand creative is […]

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How Bayer Is Using Creative Analytics To Cure Its Data Divide

Allison Schiff — Wed, 31 Jan 2024 06:00:54 +0000

Although thought leaders love to pontificate about the convergence of media and creative on stage at industry conferences, media and creative teams at most brands operate as if they’re allergic to each other. Not only are these teams siloed internally, they even work with separate agencies, and the data generated by what should be complementary […]

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Constellation Churns Out Compliant Creative For Heavily Regulated Industries

Hana Yoo — Tue, 11 Apr 2023 05:30:08 +0000

Personalized advertising can be a time-consuming headache in specialized sectors, which often have strict legal and compliance requirements. Different states may have different laws and required disclosures or regional variations in the rules that say which words can be used in ad copy. In the auto sector, for example, dealer franchise laws prevent traditional automakers, […]

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Shutterstock Is Embracing – And Grappling With – The Ethical Conundrum Of AI Art

Allison Schiff — Wed, 30 Nov 2022 14:38:52 +0000

AI-generated art can be weird, beautiful, remarkably on point, hilariously off the mark and, at times, oddly terrifying. It lives comfortably in the uncanny valley. Generative text-to-image models – DALL-E is a popular one – allow people to almost instantly create images based on text prompts entered in natural language. The machine learning models are taught how […]

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How Old El Paso Is Using ‘Fajita Friday’ To Dish Out Brand Awareness

Alyssa Boyle — Mon, 24 Oct 2022 05:00:34 +0000

Old El Paso launched an awareness campaign to reach new customers in the UK with personalized ad creative promoting “Fajita Friday.” The idea is to reach incremental new households with more individualized messaging, said Aditi Hilgers, head of meals for General Mills in the UK, which is partnering with WPP-owned agency Mindshare and search intelligence company Captify on the campaign.

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To Make Diversity Efforts Measurable, CreativeX Built Tech To Analyze Bias In Ad Creative

Anthony Vargas — Thu, 13 Jan 2022 13:00:00 +0000

Many brands have made commitments to do better in how they portray BIPOC and women in their advertising messages. To equip advertisers with the technology they need to measure how often women and BIPOC are depicted in their ads, and in what context, the creative analytics company CreativeX collaborated with the Geena Davis Institute on […]

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Hawke Media Is Challenging Brands to “Dump” Their Agencies

Tony Rifilato — Thu, 19 Aug 2021 20:08:09 +0000

Erik Huberman, CEO and founder of marketing consultancy Hawke Media, has some pretty strong – if not outright harsh – words for most media agencies out there: “They’re full of [expletive].” Before founding the Los Angeles-based company in 2014, Huberman launched and sold two commerce companies – Swag of the Month and Ellie – and […]

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How Two DTC Brands Revamped Their Video Creative For Performance

Allison Schiff — Wed, 09 Jun 2021 10:00:55 +0000

It’s well known that good video creative can boost campaign performance. But good video creative is expensive to produce, difficult to test and the impact on down-funnel performance is often tricky to measure. Between the end of 2018 and into 2019, KURU Footwear, a direct-to-consumer brand focused on eliminating foot pain, invested heavily in a […]

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Marpipe Is Working To ‘Demystify’ Creative Ad Testing In Ecommerce

Tony Rifilato — Mon, 12 Apr 2021 10:00:48 +0000

As ecommerce advertising becomes more expensive on Facebook, Jeremy Bloom, co-founder and chief revenue officer of tech startup Marpipe, said that brands need to take a data-driven approach to creative testing instead of relying on antiquated “spray and pray” A/B testing methods. Marpipe was founded by 26-year-old CEO Dan Pantelo and last year launched an […]

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VC-Backed Pencil Made An AI Ad Creator To Craft Dozens Of New Ads Each Month

Sarah Sluis — Wed, 24 Feb 2021 05:30:32 +0000

Direct-to-consumer advertisers pumping tens to hundreds of thousands of dollars into their Facebook ads each month know the power of a good creative message. The best ad creatives drive ROAS (return on ad spend) that can be orders of magnitude higher than a failed message. But how can busy, short-staffed marketing departments test new creative […]

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