Creative Pal

The small business team and studio have come together for the first time to build and test a prototype that brings the research we have about creative quality of newbie small business advertising and its impact on churn. This is milestone one on our joint path to building the ultimate ‘creative pal’ for all small businesses -- a scalable, friendly companion that instills confidence and up-levels ad quality via automation across multiple creative dimensions.

 
 

  • 2020

  • CreativePal is a Chrome plug-in that pops up automatically when a user opens AdsManager. It uses some aesthetic scores developed by the Ads Engineering team at Meta.
    AI: SuperResolution

  • See below

 
 

Hypothesis

Creative is a key lever for improving outcomes and confidence and advertisers who churn currently aren’t using creative effectively. This is particularly true of photo creative.

The Opportunity

  • Immediate: Build a prototype experiment to test the efficacy of upleveling photo creative (across multiple dimensions), and its impact on advertiser churn. Establish a sandbox for future hypotheses and tests, and prove / disprove alongside the Solutions Eng team focused on providing key optimizations for small businesses running ads.

  • Mid-Long Term: Use learnings from the initial prototype experiment to inform and explore additional / other prototype experiments to uplevel creative and confidence, and its impact on advertiser churn.

Introducing Creative Pal

Creative Pal is our ultimate vision to put a Creative Shopper in the hands of every Small Business around the world -- because we believe every advertiser needs (and deserves) a creative companion to be there, to guide, and to support while growing their business. The Prototype In our first milestone, we will develop an initial prototype that will test the efficiency of upleveling photo creative through the use of image analysis. This technology will provide direct feedback to the newbie advertiser’s image and suggest actions they can take to make their image better.

Some of the dimensions we may analyze and provide feedback on are:

  • Image Resolution: Identify if an image is blurry or has low resolution, and allow business to auto-enhance.

  • Aspect Ratio: Recognize aspect ratio and allow business to crop to recommended sizes.

  • Image Quality (i.e. color harmony, depth of field, rule of thirds): Provide feedback on quality and allow business to auto-enhance or select a new photo from Shutterstock.

We’ll also analyze how these dimensions impact the Ads Relevance Diagnostics (ARD) score, the score that Solutions Eng currently uses to make optimization recommendations to businesses.

Learnings

See this post