AppsFlyer, a marketing measurement and data analytics firm, has announced the launch of Creative Optimisation, an artificial intelligence solution for marketing campaigns.
The firm said in a statement that the new product would provide marketers with unparalleled insights into their creative assets and data-driven guidance on maximising their impact.
AppsFlyer said the solution identified patterns, trends, and features that drive optimal audience engagement, enabling marketers to capture the most value from their ad spend.
According to the firm, the product empowers stakeholders across performance marketing, creative, and Business Intelligence teams to collaborate to craft diverse asset variations, test, and validate winning variables within advertisements, saving time and resources while elevating performance.
The Executive Vice President of Product Strategy at AppsFlyer, Yevgeny Peres, said, “The new Creative Optimisation product presents a real breakthrough for marketers, bridging the gap between creative and growth marketing teams while addressing key pain points to drive success for both.
“By delivering sophisticated, in-depth creative insights, it enables growth in marketing teams to optimize spend, increase scale, and drive profitability by automatically identifying which creatives perform best in campaigns.
“Simultaneously, it equips the creative team with valuable insights on the attributes of winning creatives, empowering them to focus on the most effective elements and allocate their time and resources more efficiently.”
The Industry Lead E-commerce at AppsFlyer, Sue Azari, said that Creative Optimisation was crucial for e-commerce marketing, as it catalysed capturing and retaining the attention of online consumers in a highly competitive digital landscape.
Azari noted, “Creative is one of the biggest levers that e-commerce marketers can use to optimise their performance marketing, particularly in an increasingly budget-conscious landscape.
“By continuously refining and testing different creative elements, marketers can identify the most effective strategies to engage customers, enhance brand visibility, and ultimately drive conversions and maximise revenue potential.”
AI was one of the major innovations in the tech space in 2023, as its adoption gained more ground.
