Why do some ads stick with us while others go unnoticed? There’s no shortage of creative content in the world, but what’s so special about Old Spice’s irreverent persona or campaigns like Dove’s “Real Beauty” and Coke’s infamous “Hilltop”?
The simple answer is that they appeal to us on an emotional level. Whether they make us laugh, cry, or think, the best creative executions aren’t just original; they also show that a brand clearly understands its audience.
Things get more complex when it comes to digital advertising. People are inundated with content almost everywhere they look online, making relevance all the more crucial if an advert is going to cut through and resonate with the right people.
Add to this the fact that digital content is more restrictive (i.e. annoying autoplay formats) and more heavily-filtered (ad blockers), and it’s easy to see why many brands are seeing their hard work go unnoticed.
Viewability is an important measure for brands, and technologies like ad blockers certainly affect the viewability of their content, but it’s easy to point fingers. The harsh reality is that online advertising still has a creativity and relevance problem.
On a digital medium, where experiences are built around the user, you can’t just serve someone an advert and hope they care. The way you deliver an ad is as important as the creative concept behind it, if not more so. How many times have you enjoyed a clever piece of advertising online only to have it served to you 20 more times until you lose your mind and start resenting it?
That doesn’t mean there’s no such thing as a successful digital campaign – there are dozens each year. What sets these campaigns apart, in addition to striking the right balance between creativity and relevance, is that they are also optimised for the way customers use digital platforms.
Some people have attacked ad tech, saying it limits creativity, but when done right programmatic has the potential to breed a creative renaissance. Our latest Digital Trends report revealed that, with Artificial Intelligence (AI) now allowing brands to better understand their audience, marketers are looking at ways to engineer better digital customer experiences.
Programmatic is no longer just about targeting. By taking an integrated approach across marketing and creative teams, brands can deliver advertising that is both relevant to customers and created specifically for the way they interact with digital services. And of course, ensure the right people are seeing the finished product.
This is where cloud-based platforms can help. They make collaboration simpler by breaking down production silos between teams, and make it easier to integrate creative assets into programmatic workflows. That means brands can develop thousands of creative ads at scale, retarget them, and personalise their content based on individual customer journeys.
People still appreciate great advertising. The backlash against online content isn’t directed at the content itself, but at the lack of creativity and relevance that too often goes with it.
There are many reasons brands are still adjusting to the fragmented world of online marketing, but those companies that are getting this right are beginning to pull ahead. To succeed in today’s digital environment, brands need to work in a digital way, and the time to adapt is now.
Click here for more information on how Adobe Advertising Cloud helps brands integrate their marketing and design to create relevant, creative content that sticks.