Study: Optimized TV creatives perform better online
A new study by teads shows that optimized TV creatives achieve better attention and brand metrics online. This is the first time the link between ad awareness and brand lift has been demonstrated using AI.
Even small adjustments to the respective channel can improve the performance of moving image advertising. This is shown by a global study conducted by the media platform Teads in collaboration with the AI company Realeyes in Switzerland, Germany, the UK, Italy and India. Optimized creatives attract more attention and achieve better results. But marketers often adapt TV commercials and use them unchanged for online. The study shows that simply adapting the ad increases awareness by an average of 18.5 percent compared to the original ad.
What influence do optimizations have on the KPIs?
For the study, Teads developed a simple test with eight brands. The goal was to understand what impact simple optimizations (such as adding logos and captions) have on measurable KPIs. The test compared original and edited commercials. With the help of a front-facing camera and the use of AI, viewers' emotions were measured and a strong link between awareness of the ad and brand lift was demonstrated. The results show that a ten percent increase in attention leads to a full 25 percent increase in advertising awareness.
"Brands burn money"
Phil Sumner, VP Insights at teads, sums it up, "On a fundamental level, it's becoming clear that brands are burning money by not making such fundamental adjustments and playing out creatives that could actually perform much better and influence more consumers. In the long run, it's becoming apparent that there's a need to create ads that are better suited for digital environments and capture consumers' attention."
