½ Media + ½ Creative = Successful Digital Advertising

Racepoint Global

Written by: Sarah Jarvis – Intern, Racepoint Global Boston

We live in an ever-evolving digital world, where, as consumers, we have a growing desire for customization and personalization when purchasing products or services. With that being said, it is no wonder why companies like Amazon and Netflix play such a vital role in today’s market. Amazon and Netflix are two companies that create unique experiences for consumers, allowing us the opportunity to personalize each and every purchase we make. Both companies, in a way, have spoiled us and have allowed us to have high expectations that all companies will cater to us.

With the increase of online purchasing, consumers are spending more and more time with digital media; we are online for an average of six hours per day, which means digital advertising has a huge opportunity. So how do we, as marketers and advertisers differentiate our advertisements from the overcrowded online world of digital advertising?

I recently tuned into a very insightful webinar presented by Centro Institute, on how great creative can drive digital ad performance. Though the answer to the question above may seem simple in context, there is much more to it. As marketers, we must utilize this formula: ½ media + ½ creative = successful digital advertising.

Media is only half of the equation

Programmatic advertising has grown exponentially in recent years because it has proven to be a more efficient way to buy media and target specific audiences. For those unfamiliar with programmatic – simply put – it is one computer talking to another to execute an ad buy. Programmatic refers to the use of software to purchase digital advertising instead of manually configuring ad buys.

While, yes, programmatic saves us time and may be a more efficient way to buy media, even the best-targeted ad can fall flat. And why is that? The reason being, that the creative behind an ad does not connect with the audience; without great creative that is personalized, relevant, and can effectively convey the message, the ad will not be as successful.

Data drives media… can data also drive creative?

YES, we can accomplish more personalized creative by using data-driven creative, also-known-as, programmatic creative. Previously, creative used to be an ambiguous concept, where creative departments would craft an ad campaign primarily by subjective creative instinct but at this day in time, we are equipped with insights capable of informing every stage of the creative process from planning to execution. Data-driven creative allows us to gather deep insights around consumers (i.e., audience demographic data, CRM data, and customer journey stage), as well as the best channels and ways in which to reach them. By using this data, we are optimizing creative development resources and minimizing wasted dollars.

From a media standpoint, we should think about how the data provided by media buys can inform creative and make the information more readily available and unified for both, the creative team and the media team. By leveraging customer data insights and machine assistance, we can create personalized ad executions that ultimately heighten performance and maximize ROI. By doing so, we can cut through the clutter to provide real value to consumers, and as a result, garner more successful campaign results.

Things to think about:

  • How can understanding what is happening on a specific site inform what the creative’s message is?
  • Behavioral targeting has become more and more popular from a media perspective (ex: retargeting someone based on a prior visit), but how can we look to incorporate more unique messages based upon what someone had previously viewed?
  • Can we suppress something if a consumer looked at it but spent less time with it? How can we highlight something if they spent more time with it?
  • How can we create a more localized message?
  • Can we think about things like proximity (telling of someone is two blocks away versus 3 miles away)?