The category insights used here were generated by capturing design elements from 28,000 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: makeup, face/body skin care, sun care, anti-aging treatments, fragrances, hair care/styling products, grocery/health & beauty personal care.