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Evaluating the effectiveness of a creative ad remains a critical, ongoing consideration for health brands.

Improving content quality is more than just an exercise in creative pride, there are financial ramifications for brands that can total into the billions of dollars. 

A recent analysis by technology company CreativeX estimated that its proprietary Creative Quality Score (CQS) identified $76 billion in potential efficiencies for global advertisers this year — up from $52 billion in 2021.

The company stated that its CQS measures an ad’s digital suitability to determine whether it meets platform-validated best practices for its intended placement.

CreativeX has experience partnering with well-known health brands over the years, including its work with consumer health company Haleon.

In October, Haleon launched the Health Inclusivity Screener, an AI-powered tool to promote more inclusive advertising by assessing digital marketing assets for different readability levels and other inclusivity metrics.

The tool was developed to assess the health literacy, accessibility and representation in advertising across nine markets.

As for assessing the appropriateness of ads on digital platforms, CreativeX added that nearly half of social media ad spend across the consumer health sector is allocated to creative that isn’t optimized to drive performance.

“Creative is a huge part of the performance of advertising,” Paul Brown, global client partner at CreativeX, said. “Creative effectiveness is increasingly an area that clients are looking to drive as much impact as they can.”

Browne added that creative effectiveness is achieved by consistently adopting “proven creative principles.”

As such, Bayer has enlisted the company to enhance its digital and social media advertising effectiveness.

In a bid to ensure the healthcare giant is maintaining compliance and maximizing its assets, CreativeX is serving as a strategic partner for Bayer’s digital marketing efforts.

How CreativeX has set out to accomplish this is by providing Bayer with tools for pre-flight testing and optimization of creative assets, ensuring ads are tailored for specific social platforms — like YouTube, TikTok, Facebook and Instagram.

The company is also working directly with both Bayer’s in-house marketers and agency partners to integrate creative best practices and standards into the content creation process.

Sarita Finnie, VP of integrated marketing at Bayer Consumer Health, said this arrangement has enabled Bayer to scale those proven creative principles and learnings quickly across its brands and markets.

“The amount of marketing waste that is out there is astounding and we want to minimize the marketing waste as much as possible,” she said. 

Finnie cited a recent example of a high-scoring social media ad that was optimized through the partnership and demonstrated specific improvements for product mention and platform compliance.

Browne added that CreativeX is assisting Bayer to move beyond basic executional guidelines in order to explore deeper measures of creative effectiveness — such as brand recall, message clarity and purchase intent.

This is part of an effort to support Bayer’s work to adapt to changing consumer habits — like the shift toward mobile and social commerce — by ensuring its content is fit for the platform and target audience.

Reflecting on the collaboration, Finnie reiterated the importance of consumer testing and platform fit. She encouraged her peers to prioritize both in order to drive creative effectiveness and marketing efficiency in the modern digital landscape.

“We believe in the power of consumer testing,” Finnie said. “Our marketing investment dollars are so precious, we absolutely want to maximize them. Our experience time and time again is that we get better assets when we test correctly.”