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Yannick Wittenauer
Published on 5 September 2024
Today, maximizing video ad performance is not just about optimizing media spend—it’s about how well you can read between the lines and understand your audiences.
When Les Furets, a leading French comparison website, launched its 2024 health insurance campaign targeting a broad age group (25-65+), the results weren’t just based on great media planning. The real impact came from creative optimization that transformed dark signals into actionable data.
Here’s how Les Furets leveraged data-driven creative both before and during their YouTube ads campaign.
Creative Scoring: Turn invisible signals into actionable data
Les Furets used two original video assets: a TV spot and a TikTok video. Rather than push these assets directly into the market, VideoRunRun sought deeper insights using its Creative Scoring tool. By leveraging AI and computer vision, the platform extracted creative data – like human or scene detection, sequences, CTAs… – giving insights on key factors like Hook Power, Brand Awareness, Clickability, and Sales Pitch.
This Scoring phase turned these “dark signals” into an overall creative score, which became the foundation for five new YouTube-compliant versions tailored for the platform and specific devices.
Creative Pre-Testing: Spend media on the best versions
Once optimized, the five videos were pushed into multiple campaigns, each targeting specific age groups and devices.
Hundreds of campaign variations were automatically generated and optimized in real-time using AI/ML, focusing on KPIs such as website visits and completed forms.
The outcome? After just three weeks of pre-testing, the cost per visit saw a consistent decline, signaling a significant reduction in ad wastage and a clear path to improving performance.
Creative Analysis: Unveil data-driven secrets
Creative optimization doesn’t end with pre-testing. Les Furets continued to monitor campaign performance, using real-time creative analysis to adapt and refine the ads. Thanks to insights, teams better understood their behavior and expectancies, leading to new lifts in Les Furets’ creatives.
For example, older audiences required more clarity and reassurance to complete the forms. With clear and simple instructions on what to do next, people were guided to better respond to the ad.
Creative refinements boost click-through rate by 72% and improve form completion
The data revealed that the 35-54 and 55+ age groups responded best to specific creative elements, leading to new versions and a 72% increase in click-through rate plus a substantial improvement in form completions.
The success of Les Furets’ campaign didn’t just result in a boost in health insurance leads; it also indirectly benefited other insurance verticals by driving additional traffic and conversions. This highlights the power of data-driven creative strategies, where every insight gained can fuel future campaigns and content.
Tailored content led to higher engagement and conversion rates, proving the value of personalized creative strategies.
Findings can be then injected into new productions like did Les Furets, enabling brands to harness the value of every dollar spent.
By minimizing ad wastage, Les Furets can keep running their campaign all year round and no longer rely on high-demand periods.
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