This is especially true in ecommerce, where audience targeting is typically locked in early, during the planning phase, well before creative enters the picture. Most marketers have already heavily optimized that upstream targeting strategy; what happens downstream, in creative development, has historically had far less rigor behind it. Creativity represents marketers’ biggest remaining opportunity to move outcomes like ROAS and sales lift.
As AI allows brands to seize this opportunity by scaling their creative output, the question becomes: How can they scale their creative judgment?
Kroger, Vidmob, and MMA Global set out to study whether predictive creative scoring can improve ecommerce outcomes by statistically identifying which creative attributes will drive increased sales conversions. This whitepaper explores what Kroger’s creative data reveals about driving ecommerce conversions, offering a model for how data-driven creative decisions can inform retail marketing more broadly.
Using AI-enabled technology to analyze 1,934 creative assets across Meta and Google’s Display and Video 360 (DV360) over a full year of live campaign data, and applying statistical validation including regression analysis and testing against a full quarter of unseen data, this study proves that:
- Creative scores are 81% predictive of ecommerce conversion performance across Meta and DV360, validated on live campaign data the model had never seen.
- Creative assets that follow data-backed guidelines achieve up to a 4X higher conversion rate — at up to 70% lower cost per conversion — than assets that don’t.
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