Fabrice Courdesses

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I was reviewing the performance of three different video campaigns this morning. SAME OBSERVATION!

Across different brands. Across different platforms: one on YouTube CTV, the others on Instagram and TikTok.

We decided to shift our focus away from the usual metrics.

Not just View-through Rate or Attention, but actual PURCHASE INTENT.

At a similar level of Attention, only 25% to 45% of the impressions were actually driving any lift in Purchase Intent. This shift in perspective alone completely changed how we evaluated the media spend.

But the real breakthrough was something else. I expected a gap, but the scale of it is mind-blowing!

THE PERFORMANCE OF THE CREATIVE WAS ENTIRELY DEPENDENT ON THE ENVIRONMENT IT WAS PLACED IN.

For one specific creative asset, it generated 5 times more intent on CTV than on mobile.

Then, that exact same asset became the weakest performer when moved to a social feed environment.

Conclusion, it is not a question of 'better inventory' or 'better creative' in isolation.

THE X-FACTOR OF A SUCCESSFUL CAMPAIGN LIES IN THE MATCH BETWEEN CREATIVE X CONTEXT.

For awareness, the gap is small. But for performance and intent, it is the only thing that matters.

This is exactly why we are seeing a surge in platforms talking about Creative Intelligence.

They aren't just trying to make 'prettier' ads.

📌 They are trying to feed their algorithms with creative data to make better media-buying decisions.

I dive deeper into this logic in my latest piece.

👉 https://lnkd.in/example-link

Looking forward to hearing your thoughts Corey x Sarah x Marc

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