The goal of the test was to compare their effectiveness by key metrics SMM promotion without SMM promotion without and evaluate the cost-effectiveness of the tools.
First of all, we wanted to achieve maximum similarity in the settings of the two ads and content. The people in the photo and the generation should look similar, be positioned approximately the same, the advertising text should be repeated, the font size and composition should also be the same. In other words, we believe that only the realism of the image influences the viewer’s choice.
Creatives SMM promotion without
Despite the higher CTR of the photo banner (0.50% vs. 0.34%), its eCPM is higher (304.3 ₽ vs. 266.19 ₽), which increases the cost of attracting an audience.
The costs of AI creative turned out to be higher, given the lower efficiency in terms of ROI.
At the same time, in targeted advertising, it is important to constantly change the content, since banner blindness has not been canceled. The audience attention curve declines the faster the more similar vacancies and ads the user sees, so there should be a lot of images.
If the company does not have a large number of professional photos or organizing the shoot takes too much time, generative images can be an alternative: any novice user can create AI content in a few minutes, including for free .
In the future, as AI develops, it will be able to create more c level executive list advanced images for the target audience. We will continue to talk about different AI interfaces – and continue to show the results.
- Naturalness and emotional response: real people inspire more trust.
- VK’s algorithms may favor photographs, as real shots encourage greater user engagement.
Photographers can sleep soundly
We recommend combining both approaches: using how hospitality can get better at seo photos for main campaigns, and AI for A/B tests and quick adaptation of creatives. To discuss this or other experience in the context of HR lead generation, leave a request on the BetaOnline
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