Investing in creative assets and automating them can help brands improve ROI.
Leaders in the marketing industry must develop “creative intelligence” campaigns to effectively reach and engage consumers in a post-cookie world. Creative intelligence is the process of creating tailored creatives without using third-party cookies to deliver the right ad to the right audience.
To craft customised creatives, pivot away from personalised ads towards contextual ads. Date, time, weather, and traffic conditions are all good indicators of context, and advertisers can use these signals to inform their ad creatives. Further, regularly test creative elements and collect data appropriately.
Implementing a continuous feedback loop system like Cloud Vision API is recommended to streamline the creative workflow process, create dynamic ad templates and add live signals in real-time. Integrate automated solutions to curate highly-relevant creative ads and deliver them to prospective consumers.
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[6 minute read]