Ad fatigue is more real than ever before, and competitiveness to capture attention is at an all-time high. In order to stay ahead of the pack in today’s advertising game, marketers need to take into account how to connect with their audiences given the number of interfaces (think mobile phone, desktop, laptop, iPads etc) that exist. Winning advertisers are those who can apply a “Create and Learn” approach to move quickly to test and roll-out relevant creatives for their ads. Of course, this is easier said than done, as it requires a constant investment of time and resources to ideate, produce, launch, analyze results, gather learnings and come back to the ideation table for the next test. How can you accomplish this in an efficient manner without compromising your brand and the quality of your communication?
What is a Modular Approach?
A modular approach to optimize video allows advertisers to iterate on hundreds of video variations. Instead of relying on a few creative assets seen by everyone, for example a single template - a modular approach enables multiple variations with tailored content for different audience groups and across different mediums. This approach supports the “Create and Learn” mindset, since this is required to observe consumer behavior and where people are resonating with your ads.
How Does a Modular Approach Work?
We create video ads as if they were a puzzle that can be easily combined to target multiple locations, languages and personas. We then divide the video footage into multiple shots that could be mix-and-matched. Smart methods and algorithms determine the best video combinations and the influential elements without having to test everything, and allows us to better understand which video assets work best - from call-to-action, overlay, content, placement, etc.
Mix Data with Creative to Create Magic
Apply the right testing methods to this approach and boom - watch those sparks fly. There are two methods:
1. A/B Testing: This is the simplest approach, where you test one module at a time, for example whether a six second or ten second video is more effective. You can split your audience into four different segments and find the video that the audience resonates with the most. This method assumes no interdependence between creative elements, for example a ‘Shop Now’ Call-To-Action could resonate well independent of other modules, like the color of a Call-To-Action button, since these two models are interdependent. However, testing a ‘Shop Now’ and ‘Learn More’ Call-To-Action might produce a different result interdependent of other modules. A ‘Shop Now’ on a red background might drive more clicks than on a blue background.
2. Factorial Testing: A process used in biological testing, which can also be applied to creative testing and allows you to test multiple modules at once - usually two to five - to determine which combinations work best. This allows for more creative variety during the test, and accounts for factor interdependence.
We recommend starting with the most influential creative elements first as it’s impossible to test everything without compromising test results.
If you’re hungry to learn more about modular video, you can access the recording of our recent webinar. Read more about our partner TUI Benelux (Belgium and Netherlands) success using this approach here.