Drive advertising success with creative onus

30th May 2017

SUCCESS In the advertising industry is being inhibited by the ongoing ineptitude of companies as they seek attributable advertising for the digital age.

While the clamour for businesses as they look to improve ROI and overall cost effectiveness, has been to boost credible audiences, the irony is in fact the opposite: by compromising on the quality of creative, online effectiveness is inhibited.

Linear TV advertising continues to provide insuppressible reach and upscaling abilities, however even the efficiency of linear brand awareness or DRTV ads can be optimised through digital.

Ultimately though that success on either side of the advertising spectrum is dependant on  creative that optimises its internal KPIs.

In order to deliver this the key emphasis of your advertising needs to be focused upon your brand, the reiteration of it, as well as the formatting of it before broadcast.

For the algorithms within Google or other search engines to align your ads to material that compliments your own creative concert, the need to prioritise audience; understand how they interact online and what is necessary to create a subjective visual and auditory solution that ensures maximum cognitive immersion.

In order to achieve this across both your TV and online media, creative diligence has to be executed in order to ensure optimal visibility alongside the media outlets your consumers are enjoying.

This is essentially the operative word, with the tendency for brands as they seek to assert their offers and image upon consumers, to saturate their screens with banner ads, pop-ups and obtrusive links maligning them as they seek to engage.

Advertising success is elicited as a reward for ingenuity.
Advertising success is elicited as a reward for ingenuity and the risk of trying something new to entertain.

Scores of businesses have been left disappointed by the failings and lack of efficiency in online display, regardless of how effective it is in terms of measurability and attribution.

TV accounts for 51% of overall advertising related sales, yet only 34% of budget.

Conversely 90% of all viewed video media is accessed through TV and its subsidiaries, with only 10% of the most viewed ads being online original.

Therefore from both perspectives the video created for online, TV or both is failing from the perspective of delivering for audiences omni-platform.

At a time where businesses are seeking more control and ability to alter their campaigns in realtime, ensuring that the creative in itself mobilises the brand and the response itself is contained within it.

Consequently the emphasis should be- especially if you are seeking to produce an interactive TV campaign- to deliver a creative that maximises key words; signs, symbols and symbolic pauses or breaks that can immerse your audience in your intended message.

Thus to elicit success for the digital age, utilising the creative direction that will marry your TV content to audiences in a complimentary fashion is imperative.

To deliver this though a focus on a totally entertaining or inspirational creative will ensure that your ads have the scope to not only succeed on the native medium they were built for, but also to enchant viewers beyond that medium.

While TV has a strength rivalled by no other in terms of generating new traffic organically, operating an online only campaign will only serve to inhibit your efficiency and lower your reach.

What an onus on higher quality creative will deliver is the ability to enchant audiences from an indexing and response perspective, which is compromised within the current response driven age.

A strong call-to-action is of course integral to the success of your ads, it is though something that also has the potential to stymie your efficiency, unless of course there is a more actionable analytics prerogative instilled within your business.

Campaigns that can be automatically dropped and placed within spots that can maximise efficiency are edging closer to the norm, while this formatting within addressable and interactive ads is already firmly in ubiquity.

As a result the emphasis will no longer be in disruptive advertising, but that of enchanting advertising that succeeds.

By providing advertising that is inherently entertaining and emotive, the issue of disruption is negated to mobile success.
By providing advertising that is inherently entertaining and emotive, the issue of disruption is negated to mobile success.

In order to extricate yourself from a culture of persuasion and disruption that annoys the consumer, focusing on delivering ads that seek to circumvent this tendency is vital.

Procter and Gamble have already criticised the overall advertising landscape, decrying its lack of imagination in the pursuit of reaching consumers.

To exonerate your business from such issues the need to implement a strategy that focuses on the brain is manifest.

If you are connecting emotively you are twice as likely to engage, remember or respond to an ad.

Furthermore, ads that elicit the most success ultimately situate within their own identity.

Therefore originality and creating that through the artistic flair of your production company is key.

By reiterating brand your business statistically enjoys 9% increases in sales and brand retention, while sales are boosted by a further 10% with increased conversation, underlining the power of emotion, which is only boosted through increased conversation.

Space City has been producing for TV, online and radio commercials for 25 years, utilising the power of brand and emotion to increase business size by as much as 600%.

Contact the team now and you could enjoy lower advertising costs and engagement increases of 140%.

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