Creative Prototyping
Design Team
Creative Prototyping is a creative and measurement framework that involves
conducting structured experiments with ad creative to drive success. Creative
Prototyping is not a plug-and-play, pre-testing solution but rather a framework (Ask,
Make, Learn, Adapt) designed for games companies who want to grow their business
through intentional creative testing and learning.
Key benefits:
1. Learn continuously
Drive value for people & businesses. Unlock creative potential. Foster proactiveness. A prototype is a first model and baseline for future designs. Creative Prototyping, on the other hand, is a continual process of experimentation and learning.
2. Drive value for people & businesses
It’s predicated on the notion
that as advertisers, in order to create more impactful communications for people and for businesses, we must become learning organizations.
3. Unlock creative potential
Through strategic experimentation, we can unlock the full potential of a creative campaign before investing full media and production budgets.
4. Foster proactiveness
We often see games advertisers employing hit and-hope strategies, ie. brainstorming out-of-the box ideas with no clear brief based upon audience insights. Creative Prototyping helps you move from observing what works, to understanding the principles of why it works.
STEP 1 : ASK
Develop a creative learning agenda and craft hypotheses to test
Create a learning agenda
Learning agendas are a critical part of the creative process and can be worked through over time to give us greater understanding of not only what works, but why it is working. They’re also important because they provide a systematic approach to driving creative
effectiveness that can be applied at varying levels of the business, including at the game or ad product level.
When developing a learning agenda it’s important to balance what you don’t know about a specific creative challenge, with what you do know. This may come from substantiated sources such as existing campaign performance, internal sales data, consumer research,
competitive whitespace analysis and macro trends.
Your agenda should prioritize long-run structural creative learnings over short-run, campaign-specific ones. For example, understanding the effect of video length on performance is a learning that can be applied to all campaigns, whereas understanding the difference in performance between two creative executions does not maximize the opportunity to learn.
Once you have a defined agenda of what you want to learn, you can prioritize the items and build out hypotheses to test.