What Ad Types Need More Creative Work to Succeed?

BY Rachel Cagle

Do you often find it difficult to come up with unique ideas for your marketing clients? It could be because you have worked with this particular client for a number of years, so your well of ideas is drying up. Or maybe a newer client is part of an older industry that has seen it all before when it comes to ads. As a result, you could be tempted to not give your all to coming up with creative work ideas for a few of your clients. But that would be a huge mistake.

Why Creative Work is Always Worth the Effort

First of all, in the marketing and advertising industry, you can get rewarded for your creative work. When you win awards for the ads you create for your clients a few things happen. The result that most directly affects you is that you can post proof of that award on your company’s website. Showcasing your creative awards online can help you win future clients and, therefore, more revenue. Another benefit, according to a recent study by WARC, is that creative ideas are also correlated with ad effectiveness.

According to WARC, 18% of creatively awarded ideas also receive awards for their effectiveness. Not only that, “If the idea is highly awarded for creativity, it is more likely to be effective,” says WARC. “39% of highly awarded creative ideas are also awarded for effectiveness.” You need your creative work to be effective in order to create and retain your existing clients. The more creative your ideas are, the more likely you will create more loyal clients who will work with you for years to come.

The Characteristics of the Top Creative Ad Campaigns

The best creative work out contains a few key characteristics.

54% of the best creative works utilize emotion in their campaign strategy. If you can establish an emotional connection with your client’s target customers, you have struck gold. Think of it this way, you are more likely to spend more money on a gift for or buy something from a close friend or family member than you are for/​from a stranger, right? Why is that? Because you have an emotional connection to them. It’s the same with brands and companies. If you can strike an emotional chord with the target audience, they will be more likely to be motivated to make a purchase from your client.

Building brand equity (or a positive perception of the brand) is also a goal of 63% of creative work creators. Emotional campaigns can aid the establishment of brand equity. You can also build brand equity by incorporating your client’s values into their ads. Are their products made from sustainably-​sourced materials? Highlight that in their next campaign!

Media Types that Need a Creative Boost

WARC says that, “Highly creative and effective ideas are more than twice as likely to lead with TV as any other channel.” This makes sense since, according to the TV Ad Responders AudienceSCAN profile on AdMall by SalesFuel, 46.8% of viewers believe that TV is the medium with the most creative advertising. If the ads aren’t creative, they’ll stick out in a negative way.

But don’t go thinking that other types of ad media couldn’t benefit from creative work. According to AudienceSCAN, these types of ad responders believe that advertising isn’t as creative as it used to be:

  • Sponsored Search Result Responders: 23.5%
  • Social Network Ad Responders: 23.5%
  • Internet Banner Ad Responders: 23.1%
  • Radio Ad Responders: 22.9%
  • Pre-​Roll Video Ad Responders: 22.9%
  • Outdoor /​ Sign /​ Billboard Ad Responders: 22.6%
  • Direct Mail Ad Responders: 22.5%
  • Email Ad Responders: 22.4%
  • Mobile Smartphone App or Text Ad Responders: 22.4%
  • Magazine Ad Responders: 22.2%
  • Newspaper Ad Responders: 21.3%

I could go on, but I think I’ve made my point. Consumers want to see/​hear more creative ads. Make sure your client’s ads are ones consumers won’t be disappointed in.