The science behind quantitative ad creativity & content

Quotes

• “Whatever the barrier to entry is,that is usually where the opportunity is. Part of the reason why a video is performing so well is a competitor may not be doing it.” -Travis“There is always that combination of sight, sound, and motion that is going to make an impact. It’s the most fidelity that you can have other than being there and being in person.” -Travis“When it is such a complicated, sophisticated product, it really requires that audiovisual experience at a fast pace to get someone to understand it. That becomes even more truewhen you get into B2B and other niches.” -Travis“We have what we call foundational ads. These are a spokesperson anchor video, a product demo, a social proof ad, closer ads meant for the low-funnel retargeting, the case study ad, lifestyle now ad, and then unboxing ad.” -Travis“One of the most daunting things about videos is how do you know what to make. These new platforms are so measurable that you have enough data to actually inform what kind of creative to make.” -Travis“What we have seen in the last five or six years are people getting really good at creating video, a lot of them are influencers and creators. Brands are usually a little slow to catch on.” -Travis“As times have evolved, we have gotten cheaper and cheaper. It gets to the point where you can make something and converts it into iPhone if you really know what you’re doing.” -Travis“For products that have a high re-order rate or a high lifetime value, in those circumstances, it usually makes sense to acquire customers at cost and the reason is that you will recover the profit over the lifetime value.” -Travis“You really should be spending until you get to that 3-4 to 1 return and find out what your ceiling is if you really wanted to have growth. What happens is companies mix up mistakes and growth versus ROI and sometimes you can’t have both.” -Travis