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AppsFlyer has launched an AI-powered Creative Optimization tool designed to revolutionize marketing campaigns. Based in San Francisco, AppsFlyer is leveraging AI to enhance the creative process, providing marketers with new insights and data-driven advice to maximize the impact of their creative assets.
The Creative Optimization tool helps marketing teams make informed decisions to significantly improve their campaign performance. By analyzing patterns and trends, the AI tool offers valuable recommendations to optimize creative content and advertising spend, ultimately boosting audience engagement.
Yevgeny Peres, AppsFlyer’s executive vice president of product strategy, mentioned that this new product bridges the gap between creative and growth marketing teams. It addresses key challenges, delivers deep creative insights, and enables growth teams to optimize spending, scale up, and enhance profitability by identifying the best-performing creatives.
AppsFlyer worked with over 100 companies, including fintech firm Dave and mobile gaming leader Papaya Gaming, during the development and testing of Creative Optimization. Results from diverse industries like gaming, fintech, e-commerce, and entertainment have been outstanding. Brands have seen click-through rates improve by 50% and ad spend grow by up to 300%, alongside significant improvements in key performance indicators.
Christian Espinoza from Dave and Dan Hayoun from Papaya Gaming both praised the tool for its efficiency and ability to provide a deep understanding of top-performing assets. They reported that it helped their teams reach larger audiences, improve efficiency, and foster better collaboration.
Creative Optimization combines AI-driven insights with comprehensive analytics, offering marketers a robust approach to optimize ad spend and creative strategies. It features granular performance data and integrates seamlessly with business intelligence systems, aiming to revolutionize marketing strategies and execution.
Currently, the tool is mainly for mobile, with future support planned for connected TV, PC, consoles, and eventually the web. AppsFlyer has raised $300 million and employs over 1,500 people.
AppsFlyer explained that as marketers face challenges like signal loss and strive for efficiency and collaboration, the ability to quickly and intelligently optimize creatives is crucial for turning ordinary marketing campaigns into impactful ones. The company believes that their advances in AI present a unique opportunity to innovate and help customers adapt to new collaborative ways of working, achieving common business goals.
The introduction of Creative Optimization is a natural progression in AppsFlyer’s mission to equip marketing teams with holistic measurement tools and insights that drive better decisions and revenue-generating experiences. While approximately half of the product’s testers are in the gaming industry, Creative Optimization is designed for both gaming and non-gaming companies to enhance ad creatives and cross-team collaboration across various sectors.
When asked about the impact on jobs, AppsFlyer suggested that freeing creative teams from monotonous tasks like analysis and reporting allows them to focus on generating new ideas and original content. With unified, data-driven insights, internal collaboration improves, showcasing the creative team’s value and enhancing the feedback loop. This ultimately leads to increased ad spend, ROI, and better performance metrics for everyone involved.