On Device Research’s Live Creative Optimization product opens up a world of creative testing to brands, agencies and platforms throughout the digital advertising eco-system. Enabling marketers to predict what brand outcomes their mobile creative will achieve in a live campaign environment drives both campaign performance and budget efficiency at a time when digital ad spend is under more scrutiny than ever.
Where most creative tests only allow marketers to measure ad receptivity in forced exposure environments, On Device’s Live Creative Optimization solution deploys the same technology used in its successful mobile ad effectiveness research product to test ads in a live environment and give a more realistic read on creative performance. Live Creative Optimization provides brands with the transparency and accuracy they need to make the most informed decisions about mobile creative.
...predict what brand metric improvements you can expect from a live campaign, while feeding back on which creative execution is optimal for delivering on each metric:
On Device Research uses mobile surveys to measure marketing effectiveness in both developed and emerging markets.
Using proprietary technology, access to consumers and best practice On Device Research helps some of the world’s leading brands, ad agencies and media owners to understand the effectiveness of their online and offline advertising.
So far On Device Research has delivered over 35 million surveys across 95 countries.
The key building blocks for our solution are our tracking technology, proprietary cleansing algorithm, survey platform technology and our fully opted in device ID panel.
Optimizing campaign spend towards the higher impact Creative 2
|Impressions||Unique Reach||Frequency||Cost (£)||Purchase Intent Uplift||Incremental Purchase Intenders||Cost Per Incremental Purchase Intender (£)|
|Campaign without optimization||3000000||1000000||3||£30000||12.5%||125000||£0.24|
|Campaign optimized to creative 2||3000000||1000000||3||£30000||17.0%||170000||£0.18|
|Increase in incremental Purchase intenders||+45000|
|% Increase in incremental Purchase Intenders||36.0%|