AppsFlyer launches AI-based creative optimization for marketing campaigns

AppsFlyer has introduced its AI-powered Creative Optimization tool to transform marketing campaigns.

San Francisco-based AppsFlyer aims to transform the landscape of marketing campaigns by using AI to improve the creative process, using AI to give marketers new insights into their creative assets and data-driven guidance to maximize impact.

The Creative Optimization product empowers marketing teams to make informed decisions that significantly elevate the performance of their campaigns. By leveraging AI, this tool identifies patterns, trends, and features that drive optimal audience engagement, providing invaluable guidance on maximizing the impact of creative content and advertising spend.

AppsFlyer’s Creative Optimization delivers results for marketers.

Yevgeny Peres, executive vice president of product strategy at AppsFlyer, said in a statement, “The new Creative Optimization product presents a real breakthrough for marketers, bridging the gap between creative and growth marketing teams while addressing key pain points to drive success for both. By delivering sophisticated, in-depth creative insights, it enables growth marketing teams to optimize spend, increase scale, and drive profitability by automatically identifying which creatives perform best in campaigns.”

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AppsFlyer collaborated with over 100 companies, including fintech company Dave and mobile gaming leader Papaya Gaming, during the development and testing phases of Creative Optimization.

Results from companies across gaming, fintech, ecommerce, and entertainment industries have been nothing short of exceptional, the company said.

Click-through rates are 50% higher with Creative Optimization.

Brands utilizing the product experienced up to a 300% growth in ad spend while witnessing significant improvements in key performance indicators. Campaigns saw increases in ad click-through rates by up to 50%, cost-per-install decreases by as much as 30%, and up to a 100% uplift in customer retention and revenue metrics.

Christian Espinoza, senior marketing technology manager at Dave, lauded the impact of Creative Optimization, highlighting its transformative role in boosting efficiency and providing a deep understanding of top-performing assets. Similarly, Dan Hayoun, performance group manager at Papaya Gaming, emphasized how the tool empowered their marketing team to reach larger audiences, enhance efficiency, and collaborate more effectively.

AppsFlyer’s Creative Optimization product amalgamates AI-driven insights and comprehensive analytics, offering marketers a multifaceted approach to optimize their ad spend and creative strategies. With its AI-powered capabilities, granular performance data, and seamless integration with business intelligence systems, Creative Optimization aims to redefine the way marketers strategize and execute their campaigns.

For now, the product is primarily for mobile. In the near future, it will support connected TV, PC and consoles, and it eventually will support web as well.

AppsFlyer has raised $300 million to date and it has more than 1,500 employees.

Asked about the inspiration for it, AppsFlyer said that as marketers and advertisers continue to face challenges posed by signal loss, and as marketing teams strive to become more efficient and collaborative to drive growth, the ability to intelligently optimize creatives, at speed and at scale, is perhaps the most powerful lever marketing teams can pull to turn ordinary marketing campaigns into great ones that make an immediate impact.

“With our own advances in AI, we felt we had a real opportunity to innovate and help our customers, partners and the ecosystem adapt to new ways of working together and make informed, collective decisions that help achieve common business goals,” the company said. “The introduction of Creative Optimization into our suite of products is a natural step for us as we continue providing marketing teams of every shape and size with the holistic measurement tools and insights that empower businesses to make better decisions and deliver experiences that are revenue drivers for their organizations.”

While around 50% of the customers AppsFlyer has seen testing the Creative Optimization are in the gaming space, the product is aimed at serving both gaming and non-gaming companies as winning ad creatives and cross-team collaboration become more crucial for marketing teams in nearly every vertical.

I asked if it will wipe out jobs, or preserve them in some way, or make them better.

AppsFlyer said that if creative teams no longer need to spend a significant amount of their time with tedious tasks, analysis and reporting, they can get back to the far more rewarding work of coming up with new ideas and producing original content and concepts.

“Coupled with the ability to rely on the same sets of unified, data-driven insights across teams and departments, internal collaboration is stronger, the creative team is able to prove its value, and the feedback loop is improved significantly, resulting in growing ad spend, ROI and improvements across everyone’s key performance indicators,” the company said.

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