How to improve your team’s creative hit rate

💎  x
8

Gabe Kwakyi (Co-founder and CEO at Incipia - Mobile Growth Consultancy) and Shamanth Rao (Founder at RocketShip HQ) discuss the concept of creative hit rate and how to define quantifiable goals for a creative team as well as how Gabe’s team has adapted to this way of focusing on hit rate as a company-wide goal and how it has been essential for driving many creative wins.

Type:
Podcast
Publication date:
July 20, 2020
Added to Growth Gems on:
July 24, 2020
💎 #
1

The creative hit rate is the percentage of creative assets that end up becoming a hit divided by the number of assets produced. Incipia is currently looking at the asset level but moving more towards the groups/themes of similar iterations.

03:38
💎 #
2

The FB algorithm will be the one to tell you if it likes the creative asset and makes it a hit or not. If you have a high confidence in an ad you can reset the ad set but in the end it's the platform that decides so if you can't find it you have to keep looking.

06:03
💎 #
3

Snap and TikTok are two channels that are pretty unique and where creative hits might have different characteristics. For TikTok there is also more variation in terms of the creative burnout rate.

08:54
💎 #
4

Defining hits as a "yes or no" allows you to better analyze and find commonalities. When you try to analyze everything there are more complexities: false positives, timing, audience status, bid levels, etc.

09:47
💎 #
5

Creative hits are very engaging and have a good pace. Quickly start with animation and eye-catching things. A lot of them have the phone in the ad itself. Not everything should be moving inside the phone: you should have a specific focus, almost like a cinemagraph.

10:48
💎 #
6

Using metadata tags is important. Tag the theme and then within that the sub-theme (for example for iterations).

14:53
💎 #
7

Everybody has a balance between brands vs. exploration of new concepts so there are a lot of discussions with clients to make them "allies" and be able to push the boundaries of what brand is ok with to know where they can innovate.

19:32
💎 #
8

Be more hypothesis-driven for creative optimization. Creatives can feel like you're trying to see what sticks but training to form an hypothesis helps you look back at what you thought would work and rationalize things (vs. looking back in hindsights).

20:39
This is premium content. Upgrade your plan in your profile to get access.
💎 #
1

The creative hit rate is the percentage of creative assets that end up becoming a hit divided by the number of assets produced. Incipia is currently looking at the asset level but moving more towards the groups/themes of similar iterations.

03:38
💎 #
2

The FB algorithm will be the one to tell you if it likes the creative asset and makes it a hit or not. If you have a high confidence in an ad you can reset the ad set but in the end it's the platform that decides so if you can't find it you have to keep looking.

06:03
💎 #
3

Snap and TikTok are two channels that are pretty unique and where creative hits might have different characteristics. For TikTok there is also more variation in terms of the creative burnout rate.

08:54
💎 #
4

Defining hits as a "yes or no" allows you to better analyze and find commonalities. When you try to analyze everything there are more complexities: false positives, timing, audience status, bid levels, etc.

09:47
💎 #
5

Creative hits are very engaging and have a good pace. Quickly start with animation and eye-catching things. A lot of them have the phone in the ad itself. Not everything should be moving inside the phone: you should have a specific focus, almost like a cinemagraph.

10:48
💎 #
6

Using metadata tags is important. Tag the theme and then within that the sub-theme (for example for iterations).

14:53
💎 #
7

Everybody has a balance between brands vs. exploration of new concepts so there are a lot of discussions with clients to make them "allies" and be able to push the boundaries of what brand is ok with to know where they can innovate.

19:32
💎 #
8

Be more hypothesis-driven for creative optimization. Creatives can feel like you're trying to see what sticks but training to form an hypothesis helps you look back at what you thought would work and rationalize things (vs. looking back in hindsights).

20:39
This content is available to Growth Gems premium members only.
Apply Now
💎 #
1

The creative hit rate is the percentage of creative assets that end up becoming a hit divided by the number of assets produced. Incipia is currently looking at the asset level but moving more towards the groups/themes of similar iterations.

03:38
💎 #
2

The FB algorithm will be the one to tell you if it likes the creative asset and makes it a hit or not. If you have a high confidence in an ad you can reset the ad set but in the end it's the platform that decides so if you can't find it you have to keep looking.

06:03
💎 #
3

Snap and TikTok are two channels that are pretty unique and where creative hits might have different characteristics. For TikTok there is also more variation in terms of the creative burnout rate.

08:54
💎 #
4

Defining hits as a "yes or no" allows you to better analyze and find commonalities. When you try to analyze everything there are more complexities: false positives, timing, audience status, bid levels, etc.

09:47
💎 #
5

Creative hits are very engaging and have a good pace. Quickly start with animation and eye-catching things. A lot of them have the phone in the ad itself. Not everything should be moving inside the phone: you should have a specific focus, almost like a cinemagraph.

10:48
💎 #
6

Using metadata tags is important. Tag the theme and then within that the sub-theme (for example for iterations).

14:53
💎 #
7

Everybody has a balance between brands vs. exploration of new concepts so there are a lot of discussions with clients to make them "allies" and be able to push the boundaries of what brand is ok with to know where they can innovate.

19:32
💎 #
8

Be more hypothesis-driven for creative optimization. Creatives can feel like you're trying to see what sticks but training to form an hypothesis helps you look back at what you thought would work and rationalize things (vs. looking back in hindsights).

20:39
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now
You need to be logged in the community to see the discussion below. You can also head over to
this topic in the community
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now