In this sense, metrics such as ad recall, brand recognition and consideration help measure the effectiveness of video ads. Thus, in addition to simplifying the process of creating different versions of the same creative tailored to each audience, Director Mix allowed Grupo Bimbo to increase ad recall by 53% , 30 points above the industry benchmark .
Rapid and large-scale production of creatives not only saves editing and cash app database approval time, but also helps focus on the relevance of content and reaching the right people . In this sense, through the use of audiences and the implementation of Brand Lift surveys, Grupo Bimbo was able to measure the effectiveness in real time throughout the campaign.
Meanwhile, the brand awareness that Tarjeta Cencosud aimed to achieve was evidenced by the nearly 500% increase in branded keyword searches on Google and YouTube on launch day. Additionally, the Director Mix campaign's completion rate was 19% above the industry benchmark.
It is always useful, and especially in complex times like the ones we are living in, to encourage collaboration between different teams. Creativity, analytics, video and media must join forces. In fact, the best results appear when creativity goes hand in hand with a good media plan, based on the appropriate data.
The right signals fuel that mix: creativity, which drives nearly 50% of the success of video campaigns , is enhanced by a strategic media plan, geared toward reaching the right audience. Thus, attraction, branding, connection and direction – the famous ABCD of effective creativity on YouTube – inspire high-impact ads.
Of course, the journey begins much earlier: media and creative agencies share and analyze audience profiles to then build campaigns that make the most of opportunities. It is no longer enough to have a great media plan and a great creative concept. The key is to know how to complement each other in order to anticipate and connect with consumers according to their terms, interests and needs.
