Data-backed creative content — Anastasia Leng // CreativeX

Quotes

• “So fundamentally CreativeX is trying to bring a little bit of science and a little bit of objectivity to the magic of creative expression.”

• “And I don't think that often the SEO crowd thinks of there being such an overlap between creative optimization in terms of ads and video and what they're doing.”

• “So we know every objective thing we can about a piece of creative. And then let's use that data to try and figure out and map to everything from, is this consistent with your brand voice? Does this meet your best practices? Is this leveraging your latest learnings?”

• “It's really been about how do you take that underlying object metadata and structure it into richer concepts, which give you a lot more signal power to figure out greater creative truth.”

• “And we're constantly trying to think about what are the elements that get the ad to kind of be prioritized from an auction dynamics play...”

• “Even when you control for things like geography and brand and all this other stuff adds that as creative quality score goes up and ads that have what we call a perfect creative quality score tend to get 40% more impressions per dollar than ads that are on the lower side of the spectrum.”

• “So I think it's useful for the SEO communities to hear that their skills are applicable beyond just, Hey, being the geek in the corner, as you start to think beyond just producing creative and video optimization and even into organic growth and content.”

• “I think someone from the SEO world could actually come in and help us understand how SEO went from being dark hearts, to being a bit more science. What are some of those learnings that we can apply here?”