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 creativity is so important to advertising…
Memorability
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… ouch.
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, right? Wrong. On average, you have around 5 seconds of that time to grab your visitor’s attention. If your material doesn’t compel them to hang around, it’s game over.
We’re bombarded by advertising every time we open a browser or pick up a tablet, so creative ads which can cut through this constant onslaught of content are essential for success.
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.
Brand love
Brand values are reflected throughout the campaigns, so they seem to be exactly what they are, innocent, simple, cute, loveable promotions which leave consumers feeling like they can trust the brand. Brand love is a strategy that looks to adopt brand-loyal customers and turn them into advocates or influencers for your brand.
At Meerkatz, we evolved from content creators into a creative advertising agency, and use the values we held dearly as content creators to guide us through our creative work today.
We used our unique ways of working to create memorable and effective creative campaigns and brands. Do you have any campaign coming up or to build your own brand?
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