Insurance marketers have entered 2025 facing a crisis on two sides.
First, there is the ever-escalating demand for content from digital advertising platforms. As global, legacy players with strong brand equity, personal-line insurers are under pressure to ”to keep producing more and more of it to feed the algorithms’ and audiences’ desire for fresh new stuff” (Marketing Week). In the insurance world, where renewal is king, the need for brands to cut through with their customers is paramount, and brands are struggling to keep up with the content production demands that entails.
This demand for more content, faster, has stretched insurance marketers’ content and creative production systems to the limit and led to a lack of visibility into global creative quality and brand consistency and safety. In other words, even the biggest players are flying blind, unsure if their creative content is fit for its platform and placement, in every market.
Second, the arrival of genAI has brought both massive opportunity and massive risk. GenAI has the potential to help brands meet the demand for more content, faster. Spending from the sector on GenAI is set to increase 1,400% by 2030, capturing the arms race that is underway. But without visibility into GenAI content production and media spend behind that content, there is a risk that adoption of this technology dilutes creative quality and brand standards.
Some of the biggest finance brands in the world have turned to creative measurement to meet these challenges. The CreativeX platform allows them to build a comprehensive creative database by integrating with all major digital advertising platforms to turn their image and video content into creative data. They can then ensure all their content, in every market, adheres to platform-specific best practices, which are linked to media efficiencies.
Savvy brands are also using creative data to test and adopt newer advertising platforms, such as TikTok and Pinterest. By pre-testing ads for best-practice adherence, they can ensure all of their creative content is fit for its platform and placement before investing any media spend.
Companies with a comprehensive creative database and a creative technology partner can then define and pursue a brand-specific standard of creative excellence across all markets by tracking brand elements and DBAs. By tracking brand-specific creative excellence guidelines, Bayer AG drove 107% higher brand lift. Watch former Bayer CMO Patricia Corsi speaking about their creative measurement journey here.
Finally, creative measurement also facilitates safe adoption of GenAI content production tools. CreativeX works with Pencil.ai, the leading genAI content production partner, to score GenAI ads for their adherence to platform best practices. This allows brands to meet the challenges of higher demand for content and GenAI adoption confidently and protect the creative quality of near-instant content generation.
Once companies have creative measurement in place and a tech partner to manage their creative data, they can start to raise the ceiling on creative effectiveness. New research CreativeX carried out with Meta and Kantar, plus 5 global brands, identified new creative excellence levers that can drive up to 81% higher ad effectiveness.
We’ve moved beyond the age of creative optimisation to creative innovation, and only brands that are able to measure and test their creative content at scale will be able to compete.→ See how the world's leading advertisers are using creative data to drive business impact:
