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AppsFlyer launches new AI solution to enhance marketing campaigns in Africa
Marketing measurement, attribution, and data analytics firm AppsFlyer has announced the launch of a new AI product to provide marketers with unparalleled insights into their creative assets and data-driven guidance on maximizing their impact.
Known as Creative Optimization, the new solution identifies patterns, trends, and features that drive optimal audience engagement, enabling marketers to capture the most value from their ad spend while enhancing the effectiveness of their creative content and campaigns.
The product empowers stakeholders across performance marketing, creative, and Business Intelligence (BI) teams to collaborate to craft diverse asset variations, test, and validate winning variables within advertisements – saving time and resources while elevating performance. Marketing teams now possess the tools to make creative decisions that marry human intuition with the precision, speed, and scalability of the AI capabilities embedded within the product.
Yevgeny Peres, EVP of Product Strategy at AppsFlyer said, "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. ''
''Simultaneously, it equips the creative team with valuable insights on the attributes of winning creatives, empowering them to focus on the most effective elements and allocate their time and resources more efficiently. This seamless collaboration closes the feedback loop, boosts confidence in creative production, reduces risk by minimizing investment in underperforming creatives while scaling the production of winning ones to drive profitability at scale.” Yevgeny added.
AppsFlyer worked with more than 100 companies, including fintech company Dave and mobile gaming leader Papaya Gaming, through the development and testing of Creative Optimization over the last year.
AppsFlyer says companies across gaming, fintech, e-commerce, and entertainment industries employed the product to enhance their marketing efforts to great effect. Brands utilizing the product were able to grow their ad spend by as much as 300% while seeing vast improvements in key performance indicators. Campaigns resulted in increases in ad click-through rates of up to 50%, decreases in cost-per-install by as much as 30%, and saw up to 100% uplift in customer retention and revenue metrics; serving as a benchmark for how Creative Optimization can be used effectively across companies on the African continent.
Creative Optimization enables users to marry best-in-class AI creative capabilities and AppsFlyer’s analytics-driven dashboards to deliver efficient and effective campaigns. It provides AI-powered insights for maximizing ad spend and creatives’ effectiveness, access granular performance data to uncover the winning formula for your creative strategy as well as turn creative performance into meaningful data for your BI system.
Sue Azari, Industry Lead E-commerce at AppsFlyer concluded, “Creative Optimization is crucial for e-commerce marketing as it serves as the catalyst for capturing and retaining the attention of online consumers in a highly competitive digital landscape. Creative is one of the biggest levers that e-commerce marketers can use to optimise their performance marketing, particularly in an increasingly budget conscious landscape. By continuously refining and testing different creative elements, marketers can identify the most effective strategies to engage customers, enhance brand visibility, and ultimately drive conversions and maximize revenue potential”.
