Procter & Gamble is one the biggest advertisers whose continuous optimization approach for digital is fundamentally changing how it creates ads and applies what it learns to other parts of the marketing mix. Pantene is one of its brands that has been working with Smart Media, a system developed with Resource Interactive, to analyze click-through rates and flash surveys on purchase intent for different combinations of their ads and placements. According to Kevin Croaciata, Marketing Director of Pantene, performance has improved for those target metrics from 28% to 90% when using the continuous data gathered to constantly tweak ads compared to when creative pretesting is used alone.
Some interesting things they’ve noticed: white backgrounds don’t do well on Yahoo!, orange works on Facebook, and blonde models get a better response than brunettes on some sites.
Though it has changed the creative process by requiring more options upfront before launching the ads, it is not a drastic shift as it’s simple to develop tens of permutations to test with just a couple variations of key elements.
“If we…find one [element] is working particularly well in the digital space, it’s learning we can apply back to print ads, in-store elements and other places,” said Crociata. It’s clear that companies will soon be able to not only see but measure the lasting effects of changing just a few, seemingly inconsequential details.