The Future of Creative Testing: Modular Creative

In this post, we’re diving deep into the future of ad creation: modular creative.

What does that even mean?

Think of modular creative as approaching your ads like a puzzle...or a lego build. Instead of creating an ad that is a single asset from start to finish, modular creative breaks each portion of the ad into discrete parts that can be swapped in and out quickly and easily.

Most ads follow the same formula:

Instead of pulling reasons why customers aren’t responding to ads out of the sky (or, you know, somewhere else), modular creative allows teams to compare one version of an opener to another and see which one has higher thumbstop rates (we'll explain what this means shortly). Then, they can use that data to make more informed decisions for the next iteration of the ad, and so on and so forth. This means no more blowing budgets on huge shoots that produce assets that simply don’t resonate with audiences.

In case you didn’t catch it, modular creative is so cool because...

Modular creative 🤝 Data & analytics

Ok — modular creative allows teams to do more informed and efficient testing and iteration of their ads. But how, exactly, does that work?

First, let’s do a little primer on the creative metrics that matter.

It's the ultimate marker of success for an ad.

At Coast, we partner with an analytics platform called Motion to help track and report on each of these metrics. For a hypothetical ad, Motion’s data could allow us to see that...

We can then use this data to combine each of these modular assets into the best-performing version of an ad possible.

This obviously boosts ad performance and revenue, but it also does something of equal importance: it gives brands a chance to really listen to their customers and to show up for them in a better way with this knowledge. So even when an ad underperforms from a conversion rate perspective, you’ve walked away with invaluable knowledge about what customers are looking for.

Ok, so what’s the catch?

To unleash the full potential of modular creative, teams need to be extremely organized and ultra-nimble. Many internal creative teams aren’t set up to keep track of dozens of variations of each ad component, the ways those components have been combined to date, the stories those combinations tell, how new iterations are changing these stories, new ideas for creative concepts, influencers creating fresh UGC each get the picture. 😵

To get it right, you need to have synergy between creative and paid media teams. You need to know how platforms like Instagram and TikTok work in order to understand why metrics are impactful and what story the data is telling about a brand and its customers. This type of hybrid approach is rare, but is one that more and more brands and agencies will need to adopt in order to survive the new era of digital marketing we’ve found ourselves in.

Curious to learn more? Let’s talk.

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