The document discusses the challenges of measuring ad creative effectiveness in marketing, highlighting that traditional methods are expensive and time-consuming, causing reliance on gut feelings. It presents a proposed solution: an online platform that allows brands to evaluate their creatives using user feedback and third-party data to gain insights into consumer acceptance. The platform aims to streamline the measurement process, reduce costs, and improve campaign performance across various media channels.

1. Measure Your Ads Creative Nanda Kumar
Amol Guttal
Suresh M Rao

2. PROBLEM
-According to Nielsen, 47% of
sales through Ads is
attributed to Creative
Yet, there is no simple way of
measuring the effectiveness
of creatives in linear
marketing online today:
• The current methods for
copy-testing is expensive
and time consuming.
• companies rely on gut-
feeling without scientific
methods.

3. Platform to on
board user
groups to
evaluate the
messaging &
creative elements
of brands
Enrich with 3rd
Party marketing
research data
Better
measurement of
AD creative in
terms of
consumer
acceptance
A two-sided online platform that replicates traditional ad-creative
measuring methods online.
Solution

4. Problem Validation
• Marketing Leader of CPG
• Growth Marketing
Entrepreneur
• Digital Marketing &
Product marketing experts
• Category Lead,
ecommerce website
• Marketing Lead, ITES
Customer
interviews
• Discovering the right
context/story for right
Audience, Medium for
Campaign.
• Lot of time wasted in Ad-
Creative testing before
campaign roll-out.
• Measuring campaign
performance, specifically in
Print/TV Media
Problem
Expressed
• Unwillingness to share past
campaign data
• Confidence on possible
solution less
Customer
participation
challenges

5. 0
10,000
20,000
30,000
40,000
50,000
2014 2015 2016 2017 2018 2019
Indian AD Sepnd in CRs
TV Print Digital Outdoor Radio Cinema
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
2014 2015 2016 2017 2018 2019
Share of Ad Spend
TV
Digital
Cinema
Outdoor
Print
Radio
Market Size & Trends
• *FMCG, Auto, Digital Economy & Retail (Ecommerce, Tech/ Telco, Retails) drives 2/3rd of the Spends
• **Note: As Per Customer Inputs (GMI and Britannia), assuming the same percentage for across Industries
• Source: https://www.groupm.com/news/groupm-indias-2019-ad-forecast
$11B USD $8.25B USD $400M USD
5% is spent on
Ad creative testing**
TV, Print & Outdoor corresponds to 75%Indian Ad spend across mediums*

6. Competition
Consumer behavior and research companies.
Many More ad-tech companies testing the impact of Ad-
Creative using their Machine Learning/AI based
projections.
In terms of AD
Creative testing cost
For Digital Mediums
Expensive
Offline
Online
Measureyourads.com
In-Expensive

7. Product
Customer(Brands
or Marketing
Agency)
Target Audience
Select Target
Audience
Properties
Upload
Creatives &
messaging
Platform will push the
creative and messaging to
the target audience
Evaluate creative ,provide
feedback
Platform collate customer feedback
+ 3rd party data to provide measures
& insights about creative
Assign a
Moderater
Incentives from
Platform
Pay per creative &
TG
Receive payments
from Customer & Pay
to target audience
Register
Register
Measure Your Ads
Community discussions
Upload Creative–> Get Evaluated by TA – >Get Measures & Insights

8. Business Model Canvas
Key
Partners
Key
Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Cost
Structure
Revenue
Streams
• Marketing managers
B2B and B2C
Organizations
• Ad Agencies (TBD)
• User Researcher
(TBD)
• Linked In
• Twitter
• Marketers Community
• Web-site forms
• Email / Chat Bot
• Web-Site
• Customer Testimonials
• Direct access to relevant
/validated target audience
online hence reducing
time & effort in
arranging F2F focus
groups
• TA validates & gives
feedback on the creative
along with third party data
to provide insights &
effectiveness of
creative on target
audience.
• Software Dev & Support
• Periodic Enhancement
• Customer Service
• Negotiations with Partners
• Data Mining & Build base
• Cloud Infrastructure
• Open Source/Software
licenses, Consumer Data
• Third party market
research data
• Evaluated and
targeted consumers
forming target
audience
• Research and Development
• People Developing & Maintaining software
• Licensed Software
• Marketing (Customer Acquisition) expenses
• Data Acquisition
• Incentivizing target audience
• Charging $X per creative and per X
no of consumers in TG
• Only customer feedback based
measures & insights
• Customer Feedback + 3rd party data
based measures & insights

9. Next Steps
Assumptions Hypothesis Experiment
Creative teams are willing to use an
online platform to measure creatives
including video ads, print and media
ads, and for a cost.
If a platform can replicate traditional ad-
creative measuring methods online,
then creative, user, teams will be
interested in giving it a try.
SEM AD Word Campaign focused on
Creative managers and leads
User research teams are willing to
use an online platform to gather
insights and behavior data necessary
to create new creatives for
advertising campaigns
If a platform can replicate traditional ad-
creative measuring methods online,
then creative, user, teams will be
interested in giving it a try.
SEM AD Word Campaign focused on
User research teams.
• Perform below experiment to validate the solution

10. First Experiment (in progress): Creative
Leads.
https://measureyourads.com/

11. THANK YOU

12. APPENDIX

13. Market Adoption
Creating Awareness
Landing page with
explainer video to gauge
customer awareness of
the problem
Showcase basic MVP
demo on sample data to
interested customer
Participate various
marketing events to
demonstrate MVP
Creating Interest
Running openly
available Ad-
Creatives as a
sample model
And demonstrate the
outcome
Evaluation
Partner with Ad-
Agency and Run
existing actual
campaign creatives
along with the
Message, and
publish through
Customer Channels
(Prospects)
Trial & Adoption
Free Trial for one of
the completed
campaign, if the
Advertiser/Ad-Agency
is subscribed for at
least one campaign,
with minimum
threshold range of
scores match

14. Persona  Marketing Manager
Aspirations:
• Increase Market Share
• Growth Hacking for Brand
• Aspire to become a Portfolio
Head
Behaviors:
• Career focused and outspoken and
affluent communicator.
• Communicate with empathy
• Connect with people easily
• Great influencer
Goals:
• Effective Campaign Roll on time
• Reduce CPL and increase SQL
• Increase customer base
• Demographics:
• Age : 30 to 55
• Gender : Male
• Location: Metro City, India
• Employed in B2B/B2C/Marketing
companies

15. Empathy Map – Marketing Manager
• What is the campaign objective?
• Who are my target audience?
• What content I need to execute?
• What creative I need to have a touchpoint?
• How long I can run the campaign
• How do I test my Creative
• Do my target Audience are relevant
• How does a creative get audience attention
• How mass market will respond?
• How do I meet my OKR’s if the campaign is
not giving enough responses?
• Work with Agency or creative teams in
agency get the Creative sample
• Campaign Components research & validate
with the Brand Team
• Tweaks the campaign parameters through
automated AB testing to determine the
optimal response
• Excited to launch a new campaign for a
product or service
• Skeptical about the acceptance by TA
• Worried to about creative effectiveness
and whether the content is right
Says Thinks
Does Feels

16. Value Map – Marketing Manager
Gain Creators
Pain Killers
Gains 
Pains

Jobs
• Identifying the Right
set of Audience
• Getting Optimal
response
• Selecting the best
creative for the
selected audience
• Channel and Touch
Point selection
• Get the maximum
response by selecting
the right audience
• Grab attention from
the Consumers for the
attractive and
meaningful creative
• Increase Brand
Penetration
• Define Campaign
objectives, Targeting
Audience, Message
Content and select
the best ad-creative
• Identify the
Campaign Channel
based on the context
• Roll-out campaign
for optimal time
period
An online collaborative
platform where brands
meet focus groups to
get feedback on the
AD creative
• Direct access to relevant /validated
target audience online
• TA validates & gives feedback on
the creative along with third party
data to provide insights &
effectiveness of creative on target
audience.
FI
T
🔛
Measure Your Ads
• Direct access to right set of target
audience who give the right feedback
and ratings to creative
• Measure creative effectiveness at
their desk and no need of arranging
F2F sessions

17. Assumptions
Customer Product Market
• Marketing Managers are
willing to pay for virtual
evaluation of the creatives
• Marketing Managers trust
the availability of target
audience in the platform
• Third Party Data Providers
share the consumer
behavior data
• Target audience sign up
for evaluating the creative
• Target audience provide
honest feedback on the
creative
• BFSI, CPG, Retail will
continue to spend in
Advertising and also in
Ad-Creating Testing
• Digital Advertising spend
will increase and Print
Media spend will remain
due to cultural reasons

18. Customer Interviews
Questions during the discussion:
• Roles and Responsibilities
• Preferred Marketing Channels
• How do you measure effectiveness of an
Campaign
• Other biggest challenges in Campaigning
• Does Creative effectiveness matters
• How to you chose best creative for the Ad
• If any AI based solution helps in Optimal
Selection of the Ad-Creative, will your Brand
team consider to practice
• How much time it will take and money for your
team to decide on creative
Customers Interviewed:
• Marketing Leader, General Mills India
• Marketing Leader, Britannia Foods
• Growth Marketing Entrepreneur
• Managing Director, Ad-Agency
• Digital Marketing, Google
• Category Lead, Shopclues.com
• Marketing Lead, ITES

19. Customer Interaction – Problem summary
Problems Expressed:
• Discovering the right context/story for right
Audience, Medium for Campaign.
• Lot of time wasted in Ad-Creative testing
before campaign roll-out.
• Measuring campaign performance,
specifically in Print/TV Media
• Attributing Campaign performance.
• Optimizing the response rate(leads) which
will increase sales penetration
• Increased cost Per Impression, and click
Through Rate
• Digital Ad-Testing is too expensive
Creative
Message
Targeting
Audience
CHANNEL

20. Competitive Advantage
For Linear Medium Advertising (TV, Print etc.); Nielsen, Kantar and Many more Research/Ad
Agency organizations helping Advertisers in Testing the Ad-Creatives
• The Ad-Creative Testing methods are Traditional
• Recruiting the Consumers (they may not belongs to the same product category)
• Interviewing, choice based decision in selecting the Ad-Creative
For Digital Mediums; Facebook and Many More ad-tech companies testing the impact of Ad-
Creative using their Machine Learning/AI based projections.
• Ad-Creative is served on FB platform as a viewable impression
• For a sample of Target Audience, for sample number of days
• Choice made based on the Click Through Rate and % Viewable Impressions
Measure Your Ads
• Quick and Accurate based on actual human feedback
• Third party data integration
• Behavior of the Target Audience,External Drivers
Given, Growth of Tech