Brands should apply this insight to the way they process data and design creative: Strong consumer actions require a response of equal strength to remain relevant.
There are a myriad of ways data can inform creative to accomplish a strong response to consumer interest and behavior, but when brands start to fixate on targeting and delivery they can easily forget how important creative actually is ─ and not just because it can include the name of the city where the consumer is located.
So much of the industry’s resources are dedicated to making sure ads are seen, but an ad has to be more than just in-view in order to make an impact. As Ned Newhouse, Executive Director of Mobile and Native at Condé Nast, told AdExchanger:
“If you buy an ad, it should be seen, but please make sure the ad you’re going to post is worth my time. We don’t have banner blindness – we have bad creative.”
Blaming the difficulty of capturing a viewer’s interest, compelling them to remember an ad, and possibly act on it all on “bad” creative is a pretty harsh judgment, especially when you consider the hurdles associated with other forms of media as well. Creative, media, placement, targeting, analytics, and a number of other factors all have to work in concert for an individual ad (and the overall campaign) to have the desired, measureable effect. But, none of these components is optional ─ they are required to achieve the seamless, relevant experience that today’s consumers not only expect, but demand.
When contemplating the vast expanse of data used to inform media buying and measure campaign delivery, consider ways to bring an equal amount of firepower to the creative delivery process. Sometimes this relies on data, and produces tidy metrics; other times, a willingness to think outside the box and insert digital in unconventional places is the requirement.
Designing creative for the wide variety of digital contexts in which it may appear is challenging, but worth it when the goal is to connect with consumers in both meaningful and actionable ways.