A framework for improving advertising creative using digital measurement - Facebook Research

While creative is thought to be an important factor in advertising success, there is no clear industry consensus on how to quantify this impact or use it to identify creative best practice. This paper reviews industry literature that has broached this topic to date and provides a three-stage framework for how to approach the problem of creative testing and measurement.

6 Apr 2020 ... A framework for improving advertising creative using digital measurement ... and Carnegie Mellon University, in Partnership with Facebook.

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