Lately, I’ve been thinking about how I can be more creative at what I do. As you may know, I am a programmatic trader/media buyer at a performance-driven agency. We focus on creating results for our clients from our digital campaigns. Many people in digital media think that a data-driven strategy is everything you need to make a campaign successful. The reality is that your data-driven campaign will not perform if the creative does not have the idea or concept you want to communicate in the message you want to deliver. To make this possible, the static or video ad content must be aligned with the elements applied to them.
When I say content, I mean the copies, photos, animation, color palette, and those things that make the message real. The elements are more the font of the copy, the transition between clips, the rhythm in the video, and any other thing that the message design is based on. For example, look at this ad from Apple:
You can notice how fast the ad goes overall. Words go at the beat of the song so fast that, at some point, it is impossible to keep up the pace since, at the speed at which words go, it is almost impossible to read them all. That’s one of the examples of how the elements affect the message created. Creatives should have balance and a flow that will make it easy for the consumer to understand the idea or concept the message is trying to transmit. If that ad ran on paid media without having this clear message, the advertiser most likely is losing money on media spent. When you run digital ads such as programmatic, you must ensure that the budget is not only a spend but an investment. With this said, an ad needs a clear message that inspires the consumer to get information or commit to a purchase. After that “art” is done, the science comes in to find the perfect time, place, and channel to deliver that message and fulfill its intentions.
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