As we head into summer, brands are already pre-testing their creative concepts for fall and winter campaigns. Our team at Swayable is helping marketing and insights teams elevate this process with platform updates, which will allow them to better understand how their messages resonate with consumers.
Flexible benchmarks allow insights teams to contextualize the impact of their creative. All data shown for illustrative purposes.
Here’s a rundown of the latest advancements at Swayable—specifically for benchmarks, treatment organization, comparing the statistical significance of data, and system themes. We’re excited to launch these updates and give brands and advocacy groups more confidence and flexibility in their creative testing process.
Smarter, flexible benchmarks
Benchmarking is a valuable decision tool, helping marketing teams understand how their creative ideas are performing against past campaigns and broader industry standards. The ability to easily access benchmarks allows teams to identify key areas of improvement to drive brand lift and ROI.
Benchmarks are now prominently surfaced in the Swayable results dashboard. By clicking on a dropdown tab in the dashboard, you can compare results to benchmarks tailored to industry verticals, metrics, audience segments, countries, and content types.
Swayable benchmarks are dynamically generated based on the relevant scope. This allows for more precise, real-time comparisons and a clearer view of performance against industry medians and top-quintile results.
Comparing statistical significance
It’s now easier to identify meaningful differences between ad treatments with on-the-fly statistical comparisons.
As an example, a creative test of a global technology brand's assets uncovers how different demos react to six different ads promoting a new smartphone. You can now view the statistical changes among segments, such as age range and gender, by hovering over “preferences” in the dashboard and switching the display to a heatmap. In doing so, you can quickly see whether one piece of content significantly outperforms another by toggling your cursor to show purple for better results and red for worse results.
This insight, surfaced instantly, helps you make confident creative choices backed by data—not just guesswork. It’s especially valuable in fast-moving environments where speed-to-decision is critical, and nuanced differences can drive strategic pivots.
Custom reordering of ad treatments
In tandem, the ability to set a custom sort order for ad treatments gives you more control over how you analyze and present results.
For example, when viewing the results of the same creative test of the global technology brand’s ads, you can now manually rearrange the order of treatments. This simple update makes it easier to review metric results in your preferred order—for example, aligned with a specific sequence of creative iteration, or grouped based on creative concepts. In the demo shown below, you can reorder the videos to group ads by software and hardware features.
By aligning the results view with your preferences, you can easily identify which creative themes are driving the most lift.
Enhanced personalization: 'System' theme
Finally, we're excited to introduce a new "System" theme, which will be set as the default dashboard theme. This feature allows you to seamlessly preserve the same theme as your browser and operating system, offering convenience if you frequently change themes throughout the day.
Our new 'System' dashboard theme aligns with your browser theme.
This update aligns with our commitment to provide a more personalized and intuitive user experience, ensuring that Swayable adapts to your individual preferences effortlessly.
Interested in testing out these product updates? Book a demo with Swayable today.