{"id":24697,"date":"2024-10-07T10:34:43","date_gmt":"2024-10-07T17:34:43","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=24697"},"modified":"2025-04-23T08:58:50","modified_gmt":"2025-04-23T15:58:50","slug":"how-creative-testing-shapes-smarter-media-plans","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/how-creative-testing-shapes-smarter-media-plans\/","title":{"rendered":"How Creative Testing Shapes Smarter Media Plans"},"content":{"rendered":"\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As Senior Brand Manager at Diageo, Aamir Raj leads the development and execution of Guinness campaigns in the U.S., with a core focus on building emotional connections with consumers.<\/p>\n\n\n\n<p>As today\u2019s viewers become increasingly fragmented across touchpoints, Aamir underscores the importance of a data-driven media strategy anchored in creative testing.<\/p>\n\n\n\n<p>By blending authentic storytelling with real-time insights, this approach delivers measurable success\u2014like the 2:40 director&#8217;s cut of \u201cA Lovely Day for a Guinness,\u201d <strong>which ranked in the 98th percentile of all alcohol video ads tested since 2009<\/strong>.<\/p>\n\n\n\n<p>In his full interview, Aamir shares more on the effect of optimizing video ads through testing and seizing an impactful partnership opportunity with Jason Momoa.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Measurement Mavens iSpot Interview | Aamir Raj, Diageo\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/QzIRRPMKx6s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Want to unlock the complete, behind-the-scenes strategy into what made \u201cA Lovely Day for a Guinness\u201d so successful? Watch the full <a href=\"https:\/\/www.ispot.tv\/hub\/the-formula-behind-a-leading-beer-brands-latest-ad-success\/\">TV Disrupt Session<\/a> on demand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Senior Brand Manager at Diageo, Aamir Raj leads the development and execution of Guinness campaigns in the U.S., with a core focus on building emotional connections with consumers. As today\u2019s viewers become increasingly fragmented across touchpoints, Aamir underscores the importance of a data-driven media strategy anchored in creative testing. By blending authentic storytelling with&#8230; Read More<\/p>\n","protected":false},"author":68,"featured_media":24701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/24697"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/68"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=24697"}],"version-history":[{"count":15,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/24697\/revisions"}],"predecessor-version":[{"id":29091,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/24697\/revisions\/29091"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/24701"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=24697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=24697"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=24697"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=24697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}