Improve Creative Optimization with Insights From Singular’s New & Improved Creative Reporting

By John Koetsier April 24, 2017

We’re excited to announce the release of Singular’s new and improved Creative Reporting, the most advanced creative analytics tool on the market.

We launched the first version of Creative Reporting two years ago and from the start, the goal has been to give marketers the best possible tool for analyzing the performance of their ad creatives. Along with insights for creative optimization.

Marketing teams shouldn’t have to manually piece together creative data from their ad sources. When you use Creative Reporting, you get easy access to deep performance metrics on all your creatives, across each of your ad channels, in one flexible view. Top digital marketers and designers at companies like Yelp, Postmates and Ibotta use the tool to make smarter and faster creative optimizations. And today, we’ve released a new version of Creative Reporting

You should really play around with a demo to get a feel for the UI and to see how easy it is to plug in your sources and immediately get actionable insights on your image and video assets. But, briefly, the new parts are:

Flexible Queries

We’ve brought Creative Reporting and data up to parity with our main reporting module. Now you can analyze your key advertising creative metrics against any dimension of data — including location, source and custom dimensions — and filter results on the fly to pinpoint top-performing creatives. Example use-cases include:

  • Filter data by country to compare creative performance by location
  • Build custom marketing campaign dimensions based on ad campaign strategy to view performance data for incentive vs. non-incentive copy in creatives
  • Compare performance of different video lengths (e.g., 15-second vs. 30-second) to see which lengths perform best in a given ad channel or ad channel type

Creative Clustering

In the previous version of our Creative Reporting data reports, Singular grouped exact copies of advertising image and video creatives used in multiple campaigns. But in many cases, digital marketing leaders and their ad partners introduce minor changes to creatives. These changes are both intentional (e.g., slight variations in color scheme or text) and unintentional (e.g., changes to the encoding of a creative due to resizing, compressions and arbitrary file changes).

Now, using advanced image recognition, Singular users can cluster creatives for a specific brand even if they’re not perfect matches. For example, a user can group an image creative that has an English call-to-action with the same image creative with a Spanish call-to-action. This allows the user to see data on the performance of creatives independent of the copy. More broadly, users can isolate the effect various advertising creative elements have on performance and aggregate data for similar creatives to better understand the types of advertising images or videos that resonate with their audiences. This will enable robust content optimization.

Creative Tags

A request we kept hearing from brand users and agencies was to provide a way to measure and report data on advertising creative performance by defined “themes.” So we’ve added the ability for marketers to “tag” their creatives with relevant keywords and run reports on these tags. Now, for instance, you can compare how “car-themed” images perform against “human-themed” images.

Expanded Coverage

Singular now integrates with over 85 different advertising networks at the creative level. We are constantly working with our advertisers and ad partners to enable our users to pass more creative data to unlock the most granular reporting possible.
Get Started

Today, the new Creative Reporting solution is available in limited release for current Singular customers. Soon this will be available to all existing Singular customers without any additional work on your part.

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