CREATIVE ADVERTISING: WHAT AND THE IMPORTANCE OF CREATIVE ADVERTISING
Category: Marketing | Posted date: 2021-04-13 18:27:53 | Posted by: Admin
What is creative advertising?
Creative advertising is when a team of creatives come together to make a campaign or commercial that creatively and effectively tells the story of a brand or nonprofit.
Creative agencies can perform any number of functions for clients; from strategy and design, to technology or media - all creatively or expert lead. The work is often strongly defined by values or a particular guiding philosophy - in other words, the work creative agencies produce is much more conceptual and meaningful than any old promos.
Here are the four key reasons why we think creatively is so important to advertising.
Why is creativity important in advertising?
It may be a little disheartening for advertisers to read but research suggests that only 16% of advertising is both recalled and correctly attributed to the brand, suggesting 84% of ad spend could be going to waste.
A recent study revealed that internet users are now spending an average of 2 hours and 22 minutes per day on social networking and messaging platforms. That seems like a lot of time to get through to them. On average, you have around 5 seconds of that time to grab your visitors attention. If your material doesn’t compel them to hang around, it’s game over.
British market research company Millward Brown identified the ten biggest reasons why ads are widely shared and reason numero uno, by a wide margin at that, is that they are creative and engaging.
It seems that the best way to be noticed in the midst of advertising “noise” is therefore to be compelling. And the most compelling ads are creative ones, which grab and maintain your audience’s attention. The rest just get lost in the eternal abyss that is the internet!
Effectiveness
Creative advertising campaigns are proven to be more effective at getting results. Author James Hurman, among others, has researched three decades of ad campaigns and found that when executed effectively, creative ad campaigns deliver an ROI that's as much as eleven times higher than non-creative campaigns.
Research carried out by The Harvard Business Review revealed: “A euro invested in a highly creative ad campaign had, on average, nearly double the sales impact of a euro spent on a non-creative campaign.”
To qualify this, our creative campaign for Save The Children, Most Shocking Second A Day, achieved a 93% uplift in fundraising for the organisation. The relevant second-a-day format brought the crisis to a painfully familiar setting for parents in a platform where they were already engaged, striking an international chord, and resulting in over 150million views, 2.5 million shares.
Brand love
Creativity can help brands to create a following, as well as promote their products. A study by Micael Dahlen, Sara Rosengren and Fredrik Torn, published in the Journal of Advertising Research, found that a highly-creative ad is likely to make its mark with consumers. It turns out that many people believe that a brand is high-quality and worth their attention, simply because they’re impressed by the effort that went into producing such a creative advertisement.
