Facebook Video May Be Hot, But Personalization Is the Real Payoff

Opinion: Creative best practices for turning your TV ads into video content that drives impact

What actually drives the best outcomes on the world’s largest social media platform?

“We’ve done quite a bit of research where we’ve scored hundreds of thousands of display and video ads and looked at the relationship of creative elements to outcomes,” Facebook director of advertising research Daniel Slotwiner recently said in an interview. “We see consistently that the dimensions of creative that align with particular objectives explain a lot of variance in outcomes … 20 percent to 30 percent of outcomes are explained by creative variance.”

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