One aspect of cross-screen video advertising attribution that will need to catch up with others is being able to determine the impact of different creative iterations. Some research suggests creative can account for as much as 70% of overall campaign performance, according to FreeWheel\u2019s Claudio Marcus.<\/p>\n
Much of the in-depth studies that FreeWheel has done to on the impact of creative have centered on program promotions, Marcus explains in this interview with Beet.TV at the recent CIMM<\/a> Cross-Platform Video Measurement and Data Summit in Manhattan. This is because there’s more variance in the absence of having to deal with issues like talent rights.<\/p>\n \u201cSo you have a lot more versions that tie to the different episodes and you can see the impact over time,\u201d says Marcus, who is GM of FreeWheel\u2019s Data Platform. \u201cWhen you look at the impact of creative from that perspective, you get insights that are almost impossible to gain by just looking at the creative.\u201d<\/p>\n Even an art director or a producer looking at the two pieces of promotion might say “these look solid. But when you do the attribution, which is really an aggregated analysis based on millions of homes, you can discern the fact that one of the promos actually had an outsized impact.<\/p>\n \u201cIt might have been because it didn\u2019t wear out as much or because it had an emotional connection that the other one didn\u2019t,\u201d Marcus<\/a> adds. \u201cTo the untrained and certainly even to the trained eye, you might not have been able to understand that by just looking at the creative.\u201d<\/p>\n A lot of attribution today doesn\u2019t even take into account the difference in creative, partly because so many campaigns rely on a single creative iteration. \u201cSo the attribution solutions have not focused too much on having different creative, and even when you have different creative, there\u2019s another layer to this, which is it\u2019s not just which creative wins.\u201d<\/p>\n It may be that different creatives are better suited for different types of audiences. So with a program promotion for a romantic comedy, the more romantic version of the promo may work better with women while the more comedic part may work better with men.<\/p>\n