How Data Informs Creative

Great audio ads are not only compelling, they motivate sales. In fact, creative is the single most important factor in determining sales effect, driving nearly half of sales. That’s why at SMI, we make creative a top priority. Our Creative Team’s mission is to grow the business of our clients by writing and producing compelling creative that motivates listeners to act. To accomplish that, we make sure our creative is informed by research, best practices, and data. 

Experience

Drawing on 25 years of expertise in the audio advertising industry, SMI has grown the business of brands in sectors ranging from consumer goods and retail to financial services, health and wellness, technology, education, and more. Each time we launch a campaign with a new client, we draw on our past experience, data, and learnings from previous campaigns of clients in that sector. This helps us strategize the best approaches and messaging for our initial test.

A/B Testing

Most new campaigns at SMI begin with a multi-week test. Campaign goals inform the length of flight, the media mix, and the learning objectives. Determining the top-performing creative is always a primary learning objective, so every plan will include at least two creatives that will air across a consistent media set for an apples-to-apples performance comparison. For example, the media plan for two creatives might include a mix of the same radio stations, streaming audio platforms, and podcasts.

Often, the two ads may highlight a different benefit of the product or service, or take two different approaches, such as a straight read with a single announcer versus a user testimonial or conversation. To minimize other variables, the call-to-action will include the same offer – whether it be a certain percentage off, a free trial, a free gift, etc. Additionally, both ads will direct listeners to the same response mechanism – usually a number to text or a vanity URL to visit. 

Results

After the conclusion of a multi-week test, the Data & Analytics team compiles the data, incorporating both direct attribution (such as texts received or vanity URL visits), and indirect attribution, such as pixel data. (For more on this process, see How Strategic Media Turns Data Into Results.)

Using Tableau, the D&A Team then generates a weekly performance dashboard for the campaign. Each client’s dashboard is a visualization of the data received along with KPIs displayed. This visualization is used to determine the difference in performance between multiple creatives.

CREATIVE ANALYSIS & REFINEMENT

Once a top-performing creative is established, the Creative Team conducts a creative analysis to determine which elements may have led the winning ad outperforming the other during A/B testing. We evaluate elements such as:

•     The opening: Is one ad’s opening more attention-grabbing or likely to appeal to a broader audience?
•     Voice actor(s): Which voice actors are most compelling and why? Is there a reason why certain voice actors may resonate more with specific audiences?
•     Benefits: What primary benefits are highlighted in each creative? Can we identify the pain point(s) that are most important to listeners? 
•     Production values: Does one ad incorporate sound effects, music, or sonic branding more effectively than the other?
•     Brand mentions: Does one creative mention the brand name earlier, or more often, than the other?

Comparing and contrasting the two creatives, we can determine which elements are working well and which elements could be refined. We employ those learnings, building off the strengths of the winning ad and improving upon potential weaknesses, when crafting future creative.

Through consistent creative testing and analysis, we can continue to improve messaging and KPIs to optimize campaign performance.

Benefit to the client or brand

SMI’s approach of using data to inform creative reduces risk and accelerates learning. When you use data to guide your creative choices:

• You test smarter, not just more.
• You optimize spend behind messaging that’s proven to work.
• You elevate brand storytelling by anchoring it in what actually resonates.

Are you ready to advertise with an audio agency whose proven strategy can grow your brand? Contact SMI today.