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LEARN MOREYour guide to AI-powered advertising campaign analysis
As a marketing or insights professional, chances are you run a LOT of ads and ad related research. And as you well know, it’s not just about launching the ad, but understanding what’s working, not working and why, sooner rather than later.
With the rise of AI, there are a number of solutions out there that can help you get to these learnings in record time.
As of this year, of the marketers already using AI, 81% use it to uncover insights more quickly, 90% use it for faster decision-making and 55% use it for audience segmentation and targeting. That said, it’s a no-brainer to make sure you’re implementing these methods into your advertising analysis.
But what exactly should you be looking for? At what point should you be bringing AI into the loop? And what should you be getting out of the analysis to optimize your ads to their fullest potential?
In this article, I’ll walk through how to conduct effective advertising analysis, our advertising research framework and an inside look into how Zappi’s AI Quick reports help you create ads that win with consumers in record time.
First, let’s define what we’re diving into.
Advertising analysis is all about evaluating how well an ad or ad campaign performs. It looks at whether the ad connects with the right audience, drives the desired actions and delivers a solid return on investment (ROI).
Bringing AI into the mix, AI in advertising refers to the use of machine learning, data processing and automation tools to improve the effectiveness of ad campaigns. AI can analyze customer data, predict behaviors, optimize ad placements and even generate creative content.
Key elements to consider
Creative effectiveness: Does the ad’s message, visuals and emotional appeal resonate with the target audience and reflect the brand’s values?
Audience targeting and reach: Did the ad reach the right people? Did it resonate? Was it delivered to the intended demographic and behavioral segments?
Channel performance: Which platforms (TV, digital, social) generated the most engagement? Were the chosen channels effective in delivering the message?
Engagement and conversions: How well did the ad perform in terms of impressions, clicks, conversions or sales?
Competitive benchmarking: How does the ad’s performance compare to competitors and industry standards?
Return on investment (ROI): Did the campaign generate enough value to justify the ad spend?
Now that we have that covered, let’s get into how this can be applied to advertising campaign analysis.
Here’s how to conduct an advertising campaign analysis, using Zappi’s framework for guidance.
The advertising analysis framework
We believe in a ‘create, test, analyze and optimize’ approach, which includes the following steps:
Step 1: Create
Develop initial ad concepts that align with your defined strategy. Ideally, to optimize your ad to its fullest potential (next step) you’d begin researching your ad concepts with consumers at the earliest stage, so these concepts can be left at initial sketches or storyboards.
Step 2: Test
Once you have your concept(s), it’s time to get them in front of your consumers. You’re creating the ad to resonate with and send a message to them, after all.
The best way to get the insights you need is to present your initial concepts to your target audience through a connected advertising insights platform like Zappi, which allows you to not only hear what works directly from your target audience, but also learn from past campaigns over time.
Step 3: Analyze
This is where AI Quick reports come in. Traditionally, this step would involve digging through the data (from emotional reactions to consumer verbatims and more) to assess your survey results and identify top-performing concepts — which takes time, but is the entire purpose of this process.
With AI Quick Reports, instead of manually sifting through this data, the Zappi platform provides automated, data-driven insights that pull performance trends and key takeaways, complete with clear recommendations on what to refine.
Step 4: Optimize
This isn’t necessarily a “one and done” step. Once you receive your results and recommendations, it’s time to apply any changes based on how your consumers responded.
Once these changes have been made, it’s time to test the ad again, to find out if you’ve truly maximized the impact of the ad to its fullest potential. If you see more areas for improvement, this step should repeat and can be done at each stage of creative production.
Step 6: Launch
Once the ad has been optimized fully, it’s time to take the necessary steps to launch. This should be a seamless transition from optimization, supercharged by AI to maximize its in-market success.
Let’s take a deeper look at what this actually looks like using Zappi’s AI Quick Reports.
Ideal for testing and optimizing ads with AI to predict how they will perform before going live, Zappi’s AI Quick Reports create an AI-generated report with summaries and overviews from your consumer research to help you understand what’s working and what’s not at a glance, as well as a deep dive into the results.
Here’s an example of an executive summary produced by the agents, as well as a breakdown of the key performance indicators (KPIs), for Weetabix’s “The Weetabix Discovery” ad:
By using advanced large language models (LLMs), these reports can instantly analyze huge amounts of quantitative and qualitative research data, providing a succinct yet detailed overview of the essential insights.
This includes drawing out the main takeaways from your customer surveys to help you understand how your ads are resonating with your audience and what you can do to optimize.
These aren’t simple templates that populate for every ad. This approach uses decision-tree logic for relevance to ensure that each report is tailored to the unique results for that individual ad. Once you get the results, you’re able to completely customize what’s included to highlight the different points you’re looking for.
You can also access the full charts to dive deeper into subgroups, compare them to different benchmarks, get closer to the consumer by reading individual responses, customize which insights are included and filter data by different measures to get to the deep ‘why.’
"AI Quick Reports reimagines how insights teams can harness AI to put consumers at the center of their creative thinking. By fast-tracking the ability to turn raw data into rich consumer insights, we can empower insights teams to spend less time managing research projects and spend more time influencing strategy; that's how brands become truly consumer-centric."
— Steve Phillips, Founder and Chief Innovation Officer, Zappi
Overall, AI Quick Reports help you understand how your ad or ad concepts have been received and why faster than ever before, giving you on average 90% of the insights you need to optimize or move forward within moments of survey completion.
Check out the video below for a walkthrough of AI Quick reports:
It’s always been crucial to research your ad ideas with consumers, far before too much time or money has been invested. This approach helps brands not only avoid missteps or flops, but also allows them to create ads that they know will resonate with their consumer.
Bringing AI into the mix just makes this process faster and easier, without sacrificing the quality of your data.
