The Creative Performance Score (CPS) is a score developed to measure the performance of ad creatives. Performance is not just ‘ad performance’, there is much more to the creative process that has an impact on a marketing team. Overall, Skanska managed to increase their Creative Performance by a whopping 63.7%. Here's the 3 factors playing into that increase:
Cost of Production
When looking at media spend, marketers often overlook the cost of production - which is everything up until the ads go live.
Skanska managed to decrease their production cost by 82% after implementing Zuuvi as their Creative Performance Platform through simplifying feedback rounds and making their workflows better.
Production Time
A slow time-to-market will hurt ad performance due to ad fatigue and being outrun by competitors.
Time-consuming back and forth processes between Skanska and their agency were significantly delaying the production process, causing their time-to-market to be excessively high. With Zuuvi, Skanska managed to shorten their time-to-market by 80%.
Performance
Ad performance depends on the objective of the campaign. For Skanska, they measured their conversion rate.
After changing their setup, Skanska had more time to improve their ads, test creatives and look into conversion rate optimisation.This meant that Skanska's conversion rate improved by 29%.
If you'd like to see how the Creative Performance Score is calculated I suggest you head over here for the full breakdown!