The category insights used here were generated by capturing design elements from 22,000 creative image files from within the US from 2018 to 2021. Creatives were separated into verticals according to their audiences. Statistical and machine learning models then looked at the impact of design elements on awareness, consideration and purchase KPIs. Creative performance was adjusted to remove the contribution of confounding effects such as placement and serving frequency.
Audience segments included in the analysis: over the counter medical/pain relief, vitamins/supplements/herbal, nutrition bars/drinks, health/beauty/personal care, exercise and fitness, fitness/yoga entertainment, first aid supplies, sleep/snoring, health/mind/body books.