Here’s a link to a great article by Peter Minnium called The Tyranny of a Blank Sheet of Paper” posted in Marketing Land that talks about how it’s the creative that makes the difference in how success is measured in this digital age. And how not just anybody can do it. Some excerpts –highlighted:
Creative matters most
“I have previously shared research in this space that shows that creative quality is the primary determinant of the success of advertising. The data shows that creative quality is four times more important than the media plan in driving sales and that creative is the single most important factor, accounting for over half (52 percent) of the changes in a brand’s sales over time.
In addition, nearly half of the probability that an ad will be looked at depends on the creative itself (47.3 percent); this is five times more important than targeting (10.7 percent). Creative quality is a key driver of the awareness and impact of an ad; high-quality creative increases ad viewing time six times (5.8x) and nearly doubles purchase intent (+93 percent) vs. low-quality creative.
Finally, the global creative database at Ipsos (my employer) shows that 75 percent of an ad’s impact is determined by creative quality.”
Of course, as someone who is a classically-experienced advertising agency copywriter, I agree entirely. The right words matter. The big idea is called the big idea for a reason –it drives the campaign…and metrics and formulas for success have to be fueled by strategic brand messaging. My favorite part of his article:
“It is brutally difficult to develop a creative idea that will not only strongly spur the communications supply chain but also drive successful interpretations and iterations throughout the campaign’s life cycle.
No matter the sophistication with which the final ad is delivered to an audience (e.g., HTML5, dynamic, personalized, or even Watson-driven), it always starts with a blank page with at least one pair of eyes staring at it.”
Here is the article in its entirety: Enjoy! ,
