Ad Creative is vital. It’s the breath behind branding. It’s the visual stimuli that keeps us curious. The instant warm fuzzies felt when a product matches the intrinsic feelings of how it was portrayed in the persuasive format that teased and flirted with the idea of “I want that” vs. “I NEED that.” Besides for our spouses, pets, kids, and/or roommates, it’s the last thing we see before bed and the first warm glow that we embrace before that morning joe...aaaahhhh, sweet, serendipitous, advertising. We love and loathe you at the same time. Bloom, for one, is in the camp of the former.
Mad Men, LUMA Partners, and Nielsen have all told us that creative is deeply important (“told you” whispers your inner conscious after spending years debating 3P targeting strategies and talking about the nuances of probabilistic vs deterministic...uggghhh, we’re so over it). In an age of the cookie crumbling, the constant disarray of iOS changes, and the walled gardens getting higher and higher, there seems to be an evergreen creative resurgence.
While some tech companies are scrambling over their own branding and identity (tongue in cheek), there are actual design platforms, based on multivariate testing, creating a fruitful partnership between the beauty and flirty tendencies of creative that allows for real time deployment of insights - debunking any perceived notions or “gut feelings”. The old adage “trust me” or making the assumption that “this creative is gonna pop” is as silly as thinking that a global pandemic wouldn’t accelerate OTT and e-commerce leaps and bounds within merely weeks.
For all of these reasons, Marpipe, the first independent, agnostic, creative testing platform, for all digital mediums, has quietly grown, amidst the pandemic, overnight. Those flashy hoodies and comfy sweatpants that you’re seeing in the good ‘ol Instagram feed…we know that the ads are vibrant and popping because we’re testing to see what sticks and makes you buy the purple XL vs the blue L (it just makes sense...Lupin and Ben & Jerry’s goes too well together). You, the consumer, are intrigued by these ads and buying b/c we’re helping brands test the impact of their logo, the headline, the image, and the background across multiple audiences.
Additionally, Marpipe has created, and accelerated, a category that did not exist until a few weeks ago: Enriched Catalogs. Catalog powered ads are the largest and fastest growing advertising format within Facebook. Marpipe has created a tool to enable complete creative customization to test with dynamic product ads, across major e-commerce retailers, that provides actionable insights and real-time intelligence. Marpipe can pull a creative lever on catalog-powered ads; this has never been done…until now.
Marpipe caught the attention of Adobe’s North American Lead, Jeremy Bloom. So, why would an executive at the world’s coolest creative software company join a small startup? Simple… Marpipe demystifies the concept of “Which ads work and why. It’s really stupid easy and not as complicated as a lot of the ad jargon and alphabet soup that this industry loves to throw around. Plus, being part of the $162B Design industry is quite exciting coming from Adobe.”
When Marpipe’s CEO, Dan Pantelo, showcased how the tech could create and launch multiple creative tests (in the time it took to read the first few paragraphs), Bloom left his post to join a seed company as a co-founder and Chief Revenue Officer. Bloom was one of the first employees at TubeMogul, a vital cultural asset, and part of the leadership team that led the company towards their IPO in 2014 and then stayed on after the Adobe acquisition (2016) to help spearhead the, then newly formed, Adobe Advertising Cloud. Bloom will be focused on developing the GTM strategy, building-out the global revenue + customer success teams, and developing more partnerships to create the first agnostic creative testing platform.
Marpipe is the default creative testing platform for all brands, agencies, and media/tech platforms in the ecosystem. What Gong is doing for sales precision and Twilio is doing for customer messaging, Marpipe is taking the guesswork out of ad creative.
Click below for a spin...we’d love to show you how we can build 10-10,000 ads in just a few minutes.
