How Did Home Equity Bank Boost Performance with Creative Analytics?
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HomeEquity Bank sought data-driven insights using AdSkate’s AI to understand which creative elements, messages, and visual environments were driving stronger campaign performance for its reverse mortgage advertising.
The goal was to identify which creative attributes influenced engagement and conversion outcomes, including imagery, location, audience representation, product messaging, and calls to action.
AdSkate analyzed HomeEquity Bank’s ad creatives and campaign data to evaluate the performance of creative attributes across the campaign.
Using AI-powered creative analysis, the platform extracted attributes including:
Ad Creatives Analyzed: 265
Creative Attributes Identified: 1,335
Creative Formats: Static and video
Campaign Objective: Improve engagement and conversion performance
Creatives featuring home-based settings, including residential interiors, porches, doorsteps, and familiar household environments, showed strong performance. These settings helped connect the reverse mortgage offering to the audience’s real living situation.
Ads using clear product language such as “CHIP Reverse Mortgage” and “reverse mortgage” performed strongly. This suggests that direct, easy-to-understand product messaging was more effective than vague financial services language.
Creatives featuring older adults, older couples, and senior homeowners showed strong performance signals. This indicates that audience representation played an important role in helping viewers connect with the message.
Messages focused on retirement flexibility, staying in the home, reducing financial stress, and improving cash flow helped communicate the value of the product more clearly.
AdSkate identified creative optimization opportunities with the potential to improve campaign performance across key metrics:
+161% CTR improvement
+302% click increase
+269% conversion increase
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