We are often asked by performance clients when should I be changing my creative, when is performance going to wane? There is no “one rule fits all” it depends on a wide variety of factors – reasonance with the audience, innovation, competition and online synergy are just some of the variables that will affect ad longevity & performance.
Attribution systems & your own Analytics (particularly declines in brand and direct search) can signpost decline, but rather than waiting for the axe to fall why not maximise the opportunity & think global rather than local?
One industry that really benefits from this approach is the mobile gaming market. They have the twin pressures of intense competition & a transient audience always looking for the next challenge.
If you are a gaming client with an english language ad then allowing for tweaks to voice over & selected content you have the potential to exploit markets in North America, Canada, South Africa, Australia & New Zealand.
In terms of a potential universe this ads up to almost 90,000,000 gamers (18-49 men). If you concentrated solely on the UK than you would be restricting yourself to a universe of circa 13 million.
The opportunity is obvious but how do costs (cpt) compare to the UK?
The biggest opportunity is the USA with over 63 million potential gamers & a 30% cheaper cpt than the UK.
Global TV Experts Viewpoint
It is relatively easy to amend a voice over & if your ad is UK cleared then it should require minimal (if any) changes for the territories mentioned above. We would always recommend tweaking exisitng content & voice over for expansion into mutiple regions, before you commit to multiple creative tests in one region.
We are so confident of this approach that we are willing, as long as we are buying the media, to cover any “tweak” and voice over amends to existing creative within any test regions.
Not only will we pay for creative amends but we will also cover delivery & cross check legal requirements to ensure a stress free and seamless test for you.
Conclusion
In conclusion, the decision of when to change ad creative is not a one-size-fits-all and depends on multiple factors such as audience resonance, competition, and innovation. Analytics and attribution systems can be used to monitor performance, but it's recommended to think globally and maximise opportunities.
