Creative Portfolio Framework

We create Creative Portfolio Roadmaps to guide the strategy of what next ad to make. And execute the Creative Production plan on your behalf. All tied back to the P&L.

To increase Contribution Profit over time takes expanding your Audience TAM (Total Addressable Market). Instead of a "general" mass audience, leaning into hyper-specificity of sub niches, tail-end personas and audience cohorts is what will lead to growth.

A Creative Portfolio Framework is the strategy that guides this while answering the tactical question "What's the next ad to make next?" based on gaps in your current creative mix.
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An example of mapping out dimensions and tags through a standard Naming Convention.
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We parse out and audit your historical creative data and take a baseline of your current Creative Portfolio through 5 core dimensions and up to 11 total dimensions.

(1) sales offer, (2) persona, (3) angle, (4) media type, and (5) style (Which spells out SPAMs. Like that magical pink meat in a tin can that's so bad for you but delicious).

This allows us to identify the highest-leverage TAM opportunities after looking at where you're over-indexed and under-indexed.

Other dimensions include: 
(6) promo status, (7) talent name, (8) facebook page name, (9) partnership ad (yes or no), (10) landing experience, (11) production team (e.g. agency, in-house, contractor name), (12) hook visual, (13) hook type
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We then have a Creative Tracker where all unique ads are given a unique naming convention.

Once we've determined the Dimensions and their tags, we go in and give naming conventions for all active ads.

‍For example: 001 - asset name 1 - 1:Offer1 - 2:Evergreen - 3:Persona1 - 4:Angle1 - 5:Image - 6:DesignedGraphic - 7:TalentGeneric - 9:Partnership - 10:Homepage - 11:inhouse

This allows us to construct the Creative Portfolio seeing the different make up by spend and by creatives made.
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Tags of some dimensions sorted by amount spent. We also do this by # of creatives.

The current distribution of spend across different dimensions shows us what is getting the most ad spend, but it doesn't necessarily tell us what dimension to focus on and what next ad to make.

That's where metrics like Delivery Efficiency come in (Motion, the Creative Analytics platform calls it Spend Use Ratio). We think this term is more intuitive.
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Anything in green has a Delivery efficiency over over 1.2 which means it's a dimension that's performing well above expectation.

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Delivery Efficiency is spend share ÷ creative share. This ratio looks at how overused or underused a specific tag is. It answers the question, when we leverage this tag, how likely is this to get ad spend.
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How to read it:
>1.0 → Punches above its weight
≈1.0 → Performs as expected
<1.0 → Overused relative to result

For example in the screenshot, the angle "FindYourDose" makes up 45% of the accounts spend yet only 8% of the creatives made. Equal balance would be 45% of creatives made make up 45% of the account, this means making more of this angle of creative is likely to have a higher chance of performing.

This Creative Portfolio allows us to plan a roadmap specific to your brands advantages, resources to build and launch net-new ads.

If you're interested in consulting or us developing this for you and your team,

fill out the intake form here and let us know.