Creative testing and experimentation [Video series]

Creative testing and experimentation help identify which ad creatives, messaging, and formats drive the best results. Using A/B tests and other experiments, marketers can measure the impact of creative variations on key metrics like conversions, engagement, and brand lift. A strong measurement approach ensures data-driven decisions, optimises performance, and maximises ROI, making campaigns more effective and aligned with business goals.

Creative plays a crucial role in both brand and performance marketing, influencing everything from awareness to conversions. In performance marketing, creative assets—such as visuals, copy, and videos—are tested and optimised to drive measurable actions like clicks and sales. Meanwhile, in brand marketing, creative shapes perception, builds trust, and fosters emotional connections.

A data-driven approach ensures creative effectiveness across both areas. A/B testing, dynamic creative optimisation (DCO), and audience insights help refine messaging and design for maximum impact. Strong creative execution not only enhances brand storytelling but also improves ad performance, making marketing efforts more engaging and results-driven.

We’ve put together a series of short videos that explore how to get the most out of creative testing, experimentation, and more.

Avoiding pitfalls when it comes to experimenting with creative

Sometimes when creating ads, sticking to your brand works, but can miss something different and interesting. However, creating an inconsistent brand is one of the biggest pitfalls you have to avoid as a marketer.

Going beyond best practice with experimentation

Going beyond best practice is one of the ways you can best stand out against your competitors. In today’s marketing landscape, there are many tools out there which can help you go beyond what is just required when it comes to activating your digital marketing channels.

Meeting evolving audience needs through experimentation

Multiple brands have many different audiences, and they must adapt to evolving audience needs and changing consumer behaviour. Even within a brand’s lifespan, that audience isn’t set in stone—if you don’t innovate and experiment, you risk falling behind other brands in your space.

Unlocking innovation through experimentation

Experimentation can sound like a risk – as marketing budgets are limited, most brands don’t want to gamble with them. But innovation comes with experimentation and that experimentation should feed into your marketing strategy on a continual basis.

Removing subjectivity with creative experimentation

When we talk about consistency and alignment, we don’t mean limiting experimentation or innovation. One of the great traditions of creative thinking in our industry is that it’s often very subjective – it’s usually driven by opinions, not data. Creative testing removes subjectivity, helping you achieve stakeholder buy-in and make more informed decisions.

Aligning media and creative to maximise marketing effectiveness

It’s getting harder to break through the noise. Achieve better results by bringing together strategy and creative thinking. Learn how to drive familiarity and consistency to improve your audience’s brand recall no matter where they are in the customer journey.