With a plethora of technology driving digital advertising performance including artificial intelligence, virtual reality, blockchain, specialized platforms, sophisticated targeting, and more; does creative even matter any longer?
The answer is yes.
Despite all the sophisticated supporting technologies, good old dependable creative still plays an important role in digital advertising by engaging your audience, helping you to stand out from competitors, capturing the imaginations of your audience, and leaving a lasting impression.
The best definition of creativity we’ve seen states: Creativity is the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others.
All advertising, digital and otherwise, will benefit from creativity. Just being present isn’t enough to convert your prospect to a customer, you need to capture your prospect’s attention and compel them to action. Creative execution is the difference.
Advertising creative is the foundation of successful digital advertising campaigns. Creative identifies and represents your brand, your products, and services. Your creative messaging shapes perceptions about your business, builds identity, and motivates your audience to take an action.
Studies of marketing experts clearly indicate that they continue to value creative:
- 91% agree that creative is as important as the use of data in digital campaigns.
- 84% agree that AI means nothing without creative.
What does the data tell us about the efficacy of creativity in advertising? Studies have shown that creative effectiveness can contribute significantly to conversions. For example, a study by Neilsen found that creative ads were responsible for 86% of sales lift. Another study by MAGNA Media found that creative quality influenced purchase intent by 56%. Kantar also found that creative ads can generate more than four times as much profit as other ads.
Marketers can also use creative optimization to increase the efficiency and relevance of their advertising. This dynamic creative process involves developing multiple versions of an ad and tailoring them to different audience segments. Algorithms can help track the efficiency of each and increase the frequency of the highest performing versions.
What are some tips in developing your creative messaging:
- Tell a story. Humans have been telling stories for thousands of years. Our brains have evolved to love them. Studies have shown that telling a story makes information 22 times more memorable. Brands that tell more stories, sell more business.
- Add visual appeal. Incorporating visual elements including images into advertising can increase engagement rates. Companies that consistently present their brand with design can see sales increase up to 33%.
- Keep it simple. A well-designed, simple ad has a better chance of engaging the audience, leading to higher click-through rates, and more conversions.
- Highlight unique selling points. Put it all together by telling a simple story, supported with creative graphics, that clearly articulates your unique selling proposition…Why you are a better solution for your potential customer.
There is no doubt that in the world of digital advertising, technology, including data-driven targeting, plays a vitally important role. But being in the right place at the right time isn’t enough. You need to say something. Something compelling to attract the attention of your prospect. Well-conceived creativity in your advertising can be the difference.
Sentinel Solutions understand media, and how to build compelling campaigns that engage your audience and drive sales.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
