Perfect your creative selection and minimize budget wastage

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.

On Device Research’s Live Creative Optimization solution will enable you to...

...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:

  • Top of mind brand awareness: Do consumers have mental availability for you brand? • Advertising recall: Do people notice your ads?
  • Brand Consideration: Are you in the consumer purchase mind-set?
  • Purchase Intent: What’s your brand’s physical availability and share of the consumer wallet?
  • Message resonance: Does your advertising have salience with consumers?

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.

How We Do It

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.

1. We embed our tracking URL into the ad creative. We verify that we are collecting Device IDs correctly.
2. We collect Device IDs in our exposure engine, cleanse the IDs & match these to our Device ID panel and/ or dynamically retarget IDs.
3. Our panellists are then asked to complete a survey 24-48 hours after exposure.
4. Test & control survey groups to isolate the brand impact.

Live Creative Optimization Key Benefits:

  • Optimise campaign performance while minimising budget wastage
  • Predict which mobile creative will resonate best with your target audience
  • Assess which creative has most impact at top and bottom of the branding funnel
  • Compare ad diagnostic measures to produce data driven creative recommendations before and/or during your campaign
  • Receive results within 7 working days
  • Maximise the return on long term mobile brand investment

Example Deliverable:

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
Creative 1 1500000 500000 3 £15000 8.0% 40000 £0.38
Creative 2 1500000 500000 3 £15000 17.0% 85000 £0.18
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%