Katana was looking for a tool to give them better insights into their ad creatives. Previous tools required campaign spend that didn't give them rich insights, and failed to leverage the valuable historical data across their ad accounts.
Katana wanted to find out which elements in their ad creative worked, and which didn't.
Katana’s client is a South African licensed insurer and authorized Financial Services Provider that specializes in Short-Term Insurance. The insurer sells value-added Personal, and Car, Insurance products through its in-house contact center.
Using Memorable’s advanced ML models, trained on Katana’s past campaign data, Memorable was able to deliver:
• Brand Insights reporting, Katana was able to predict which elements in their ad creative would captivate viewer attention and drive results, and test specific creative elements side-by-side.
• Creative Recommendations on specific changes to improve performance.
• Saliency Heatmaps to analyze current and new creative to understand Attention distribution in ads. The Saliency Heatmap is a data visualization technique that helps quantify how much attention the different elements of your ad creative are attracting. The Heatmap pinpoints where human attention is likely to linger. The “hot” zones of the map correspond to high levels of predicted human attention, while “cold” zones suggest areas that go unnoticed.
• Performance Predictions to forecast creative performance, pre-campaign.
The Saliency Heatmap shows that the changes Memorable suggested shifted the attention of viewers toward the clients’ logo, and the ad creative headline. Here are the results for month 1 after making multiple optimizations based on Memorable’s data:
• Increase in leads by: 52.7%
• Increase in sales by: 71.8%
• Increase in the ad Click-Through-Rate (CTR) by: 27.5%
• Decrease in the Cost Per Lead (CPL) by: 21%
• Decrease in the Cost Per Sale (CPS) by: 29.9%
• Increase in the Sales Conversion Rate by: 13%
Curious to know how you can maximize the performance of your ad creative with our Heatmaps? Request a free demo, and we’ll show you can increase your ad performance with Memorable.io!