In the programmatic world, data is often the focus of campaigns—what is the CTR, impressions served, and win rate surrounding the ad campaign. Nonetheless, the creative is still an instrumental part of any advertising campaign, whether that campaign is using retargeting data, behavioral targeting, geo-location targeting or contextual targeting. Here are the top 3 reasons why creative still matters in digital.
Creative is the first thing your audience sees.
Your audience might or might not know your brand (depending on the type of targeting your campaign is engaged in). But, if it the case that they are unfamiliar with your product or company, your advertisement serves as a first impression. This mimics the idea of a first impression that you would have with a person. If you meet someone for the first time that is engaging, colorful, and interesting, you are going to want to see him or her again. If that person is boring, one-note, and underwhelming, then you will most likely not want to see them again. In terms of you creative, if your creative is engaging, the audience viewing it is more likely to click on the call to action to find out more about your company and product. However, the reverse is also applicable—if your ad is boring or roughly put together, then your audience will most likely glaze over it on their screen. There is no second chance at making a first impression—thus, you should focus on making your ad the best it can possibly be in order to captivate your audience’s attention.
Creative is a tool to create an emotional connection with your audience.
Programmatic advertising allows marketers to reach consumers in a more targeting fashion. Engaging creative allows high likelihood of offering and convincing the consumer of something they want and use—your product. If your ad provokes an emotional connection with your audience, this is more likely to lead to a conversion. With the ability to target consumers in a specific demographic group, companies should offer their customers something useful rather than just doing a straight sell through offering a discount or coupon. If you offer you consumer something relevant and helpful at the right time, they will respond positively and the probability of them making a purchase is much greater.
Creative messages get more attention and more positive attitudes about the products being marketed from their consumers. They are more likely to engage the audience and the product advertised. When the audience more engaged, word of mouth increases. More creative campaigns spark more discussion of these ads and thus, extend the audience from just those who saw the campaign. A fan community can do wonders for your brand.
A good illustration of these ideas is a study that was done by the Harvard Business Review surrounding investing a euro. When the euro was invested in a highly creative ad campaign, it had about doubled the sales impact of a euro invested on a noncreative campaign on average. This clearly shows how instrumental creative is to a digital advertising campaign. While the digital world may be focused on data, creative should still be the active ingredient of the campaign.