According to eMarketer, video now makes up over half of paid social ad revenue, a milestone that originally wasn’t predicted to happen until 2024. Social video’s growth rate in 2023 will even surpass that of retail media networks.
What’s behind the booming growth?
It’s twofold: advertisers are responding to consumer behavior, which skews toward video. This year, video will account for over 55% of time spent on social networks. In addition to this behavioral trend, the ongoing data deprecation and a loss of targeting options due to increasing publisher privacy have created limitations in how granular and specific targeting can be. Because of this, engaging and attention-grabbing creative, like video, is all the more important.
Another side effect of data deprecation is the challenges it creates when it comes to understanding and analyzing performance and finding new and innovative ways to influence performance with even fewer levers to pull.
What audiences are my ads resonating with the most? Are there additional strategies I could be implementing to improve performance? Will I even be able to implement these strategies with all of the automation that exists today?
Introducing Skai’s Creative AI for Video
Skai’s Creative AI for Video is the solution to this increasingly complex conundrum. Part of the Creative AI suite, it enables clients to answer questions about their creative performance on Meta that simply could not be answered before.
Using AI, it automatically classifies images and videos from Meta ads into millions of categories. For example, you can find out if ads that have smiling faces with text in the image perform better than those without faces and text. Or if ads with a lot of blue in the creative drive a higher ROI.
And, it wouldn’t be an AI-powered solution if it didn’t serve up some recommendations of its own! Skai’s Creative AI provides Recommended Analysis, AI-powered comparisons, based on statistical CTR significance between labels from videos and images that impact performance.
Using Skai’s Creative AI solution, clients can better understand the why behind their ad performance to inform creative strategy and decisions. It also fosters better collaboration by enabling activation teams to provide very tangible and concise feedback for creative teams to improve deliverables.
Creative AI for Video is Skai’s latest innovation in the Creative AI suite that takes all the incredible features users know and love from Creative AI for Images and applies them to videos. In addition to all of the labels and categories that are available for images, it breaks down performance even further with some additional labels that are unique to videos.
First, it allows users to analyze performance by the duration of the video, providing a better understanding of how the length of the creative impacts performance. Second, it adds an attribute for the Label Location in the Video, which unlocks the opportunity to see when the particular label or attribute makes an appearance within the video.
There are four values for this attribute: first three seconds of video, middle of video, last three seconds of video, or the entire duration. For the first time ever, users can understand factors such as whether having dogs make an appearance at the very beginning of a video perform better than when they are at the middle or end.
Skai takes the guesswork out of paid social marketing
With Skai’s Creative AI for Video, there is no more guesswork in testing new creative and wondering what will stick with consumers. Paid social marketers are empowered to confidently hop on the video bandwagon, while giving them a leg up over the competition with improved insights.
Client results include:
- 135% increase in Facebook leads for BYJU’s Future School
- 600% increase in Facebook leads for Inova
- 60% decrease in cost per conversion for Mercedes-Benz Vans Turkey
For more information, schedule a quick demo with our team to see all of our cutting-edge innovations for yourself.