Infographic: Top Performing Emojis in Ads

The return on ad spend for a bathtub in a photo is 70.4, says AI

Artificial intelligence is helping to direct social media strategy.
Artificial intelligence is helping to direct social media strategy.
Carlos Monteiro

From top-performing emojis to the best shade of blue for a carousel ad, AI is helping direct social media strategy.

Pattern89, whose AI-based software aids marketing on social media, analyzed ads over six months. It found certain patterns and features that can maximize ROI, reduce costs and enhance creative performance, like the optimal number of faces (16) or even beards (eight) in an ad.

“When you begin with data-driven strategies, you improve your overall campaign performance because it is distinct from other campaigns and publications, algorithmically unique and fresh for customers,” explained R.J. Talyor, founder and CEO of Pattern89. “AI can find patterns and outliers while humans make ads more ‘human,’ and this combination will ultimately make marketers more successful in 2020.”

Talyor also said real-time and predictive data could further drive future returns and better position brands ahead of trends.

This story first appeared in the Dec. 2, 2019, issue of Adweek magazine. Click here to subscribe.

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