Part 3 - Elevating Creative Performance with Yieldmo’s Predictive Creative Solution
Through years of testing, we now know that the same creative format performs differently on different inventory, and for different KPIs, so one of the best ways to maximize performance is to ensure the creative can adapt to meet the moment.
Using machine learning, Predictive Creative does just that—selects the best ad experience in real-time—without any extra effort from the advertiser. Since the decisioning happens after the impression is won, there is no effect on media spend, and scale often increases by making the creative eligible to serve at additional sizes.
In this final blog of the series, we’ll show the ease of activation for Predictive Creative, and share how it drove real results across partners like GroupM.
Predictive Creative is the application of machine learning to the real-time creative format challenge by optimizing the creative format for each ad opportunity.
To lower barriers to entry for this new offering, we transform existing creative assets into programmatic-friendly creative formats called Frictionless Formats and then use our proven curation to select the most performant format in real-time, with no additional lift from the advertiser. For those with a strong creative bent, we can also apply Predictive Creative to custom, higher impact format executions.
Predictive Creative is different from Dynamic Creative Optimization (DCO).
DCO requires a lot of upfront effort from the advertiser in the form of complex decision trees, product feeds, copy adjustments, and additional assets. Predictive Creative works without feeds, complex decision trees, coding, or complicated approval workflows. Unlike DCO, wherein advertisers don’t get to see the finished product before it serves and only approve the inputs, Predictive Creative creates “what-you-see-is-what-you-get” versions of creative that the customer approves. We then serve these variations intelligently where our machine learning believes they will perform best based on our granular inventory intelligence.
Yieldmo’s unique insight into the impression-level event ensures that even with lighter weight creative augmentations compared to a full DCO stack, we serve the right creative experience to the right user. Using our deep understanding of creative performance, we can predict which variations to produce and which will perform before you spend a dime.
Results – it works! It is possible to improve user engagement by using machine learning to deliver the best format experience for advertiser creative every time
After years developing this end-to-end workflow, we uncovered some very interesting findings.
- +45% Incremental KPI performance
- +70% KPI performance after proactively filtering out low engagement ad requests
- +130% CTR & +171% CTR with DSP optimization when beta testing with the Ad Council
Predictive Creative has found success across industries.
- A major beverage company increased Outstream VCR by over 90% and saw efficient $0.02 Cost per Completed View
- Another major beverage company reached its audience in brand safe environments on outstream while beating their Viewability and VCR benchmark, resulting in 150% VCR, 75% attention increases, and a 60% CPM decrease
- A major online retailer increased its Outstream VCR by over 130% with >80% VCR on Desktop and leading creatives, while enjoying efficient $0.01 Cost Per Completed View
- A major real estate search provider increased CTR by over 200% while reducing viewable CPM
- We scaled a top PC brand’s native efforts while boosting performance CTR by 69%
- A large retailer increased CTR across the board, and by over 80% for DEI targeting while lowering CPC and Attentive CPM
- A major pharmaceutical company increased CTR by over 150% on two separate product lines’ campaigns
Looking for more information? Download the full whitepaper,Elevating Creative Performance with Predictive Creative and Artificial Intelligence (AI), now.
