Multivariate testing (MVT) is a powerful way to determine the best-performing ad creative — and best-performing creative assets. However, its complexity can often be a roadblock for brands that want to take advantage of it. Here are the major hurdles we see brands facing when it comes to adopting MVT, and how Marpipe is making it easier for more brands to benefit from this powerful testing method and the rich creative intelligence it delivers.
We've broken them down into three categories: creative execution, organizational culture, and display-side control.
The first and most obvious hurdle is the creation of ad variants for a proper MVT test. It can be done manually, but it's slow and unwieldy. Marketing teams run into the following execution issues most often.
The second hurdle is the environment and long-held cultural norms that have relegated ad testing as a nice-to-have rather than a business imperative. These are the common roadblocks brands run into in this arena.
The third and final roadblock is the loss of control brands experience at the hands of ad serving platforms. Even when brands prioritize testing their ad creative, the following challenges render the test results difficult to interpret at best, and unusable at worst.
Marpipe was designed for brands to easily implement MVT testing and reap the benefits of the resulting creative intelligence. Here's how we're breaking down the main barriers they face.
On the creative execution front, Marpipe has developed an automated solution that eliminates the need for manual design and resizing of ad variants. This not only saves time and resources but also allows for more strategic thinking and ideation from creative teams.
In addition, Marpipe's modular approach to design ensures that creative assets are interchangeable and can be effectively tested. We've built (and continue to build) our platform with an eye on full creative freedom. Features like custom text wrapping, individual edits, and crop variants give creatives the flexibility to design around their assets, and not be constrained by them.
Finally, every asset within Marpipe is tied to its historical performance data, making it easier to know for sure which images, headlines, colors, and more should be used to de-risk performance.
When it comes to organizational culture, our platform inherently aligns creatives and marketers by giving them a common set of goals and source of creative data — no more working in silos or waiting on performance data to know what to do next. These two once disparate teams can now make sense of all the data that a multivariate test generates, together. Marpipe's platform analyzes and visualizes your data for you (buh-bye mind-melting, manually created spreadsheets) so everyone can quickly identify what's performing and why.
With performance data tied to each creative element, design and messaging decisions can now be driven by data and not fueled by opinions or biases. Debates around which colors, images, and headlines will work best can be a thing of the past.
Also, each ad test in Marpipe adds to a library of historical creative data, so long-standing insights can be shared freely between all brand teams. And the performance increases realized from MVT testing on Marpipe builds a case for continuous testing, effectively becoming a new form of real-time R&D.
Finally, Marpipe puts brands back in full control of their testing campaigns. Our platform provides detailed, transparent data — owned by brands themselves — on every single creative asset within your test: images, copy, CTAs, background colors, offers, and more.
Plus, we structure your tests so that each ad variant is in its own ad set, which means that we can control for an even spend across all variants.
While an inarguably powerful tool for marketers, multivariate testing can be difficult to adopt due to current hurdles surrounding creative execution, organizational culture, and display-side control.
Marpipe is making it easier for brands to take advantage of MVT by removing these obstacles. By doing so, brands can benefit from the rich creative insights MVT provides, moving them lightyears ahead of those that don't.
The importance of MVT to marketing success cannot be understated. It has become essential for uncovering the best-performing ad creative and assets — and strategically capitalizing on them.