Parabolica #40 - Do Creative Metrics Even Matter?
I watched a heated live debate last week on this topic during the Creative Strategy Summit hosted by Motion.
What are creative metrics?
They are metrics like CTR, Hook Rate, Hold Rate, CPC that measure the early funnel metrics of your ad creative.
To summarize the two sides to the best of my memory below:
Taylor Holiday: No correlation between CTR, hook rate, and Sales. Iterating to improve hook rate or CTR is pointless. The pain point and offer is most important and the marketing messages stem from those. Ad performance is seasonal and contextual.
Jess Bachman: Would you want someone to watch 3 seconds of your ad rather than ignore it? Hooks are important to iterate on. Winning ads that take up an ad account are usually V3 or V4 of a concept.
It was an eye-opening debate as someone who is an advocate of modular creative testing and creative metrics. I deeply resonate with this POV.
If you know Alex Hormozi you know creating a ‘Grand Slam’ offer is one of the most important things to do ($100M Offers). The book ‘Play Bigger’ talks about the importance of agitating a pain and how that associates you as the solution. Think Salesforce’s “No Software”. These two resources lean more into Taylor’s POV.
What’s your POV?
How much time each week do you spend writing briefs?
You open up your laptop, open the last creative brief, duplicate it, and start replacing parts you want for the next batch of ads.
You hand it off to the creator. They try to understand what you mean. But when you get the assets back it is bad quality, dim lighting, off-script, you know the deal.
You write another email, or you record a Loom to save time.
You instinctively feel like this is not the most productive use of your time. You know that the chance any ad becomes a winner is 1 out of 10.
I struggled with this too…
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