In a post GDPR world, brands, agencies, and publishers are starting to take advantage of data-driven technology. While an ad’s visibility is a crucial element of effective marketing, it’s not the holy grail that many businesses think it is. With the abundance of easily accessible data on their hands, brands and digital marketers have gotten away from creating engaging ads. In essence, they’ve forgotten about the importance of resonating with their viewers.
In today’s world, consumers are becoming savvier to marketing techniques and crave creative ads that resonate with them on a human level. Data and visibility don’t speak to your customers. If you want to differentiate yourself from the competition, you must include an engaging, creative element.
To what extent does visibility matter?
An ads visibility only matters if the person seeing it is a qualified target. If you sell winter clothing, you don’t want your ad displaying to people who live on the equator. But, if you get your ad in front of a targeted member of your ideal audience, if the ad doesn’t have an engaging, creative element, it will fall flat.
So, visibility is only one element of your campaign’s effectiveness, but many brands will make the mistake of thinking that visibility is the only means to an end. The right people can see your ad, but if those people don’t find the ad engaging, the campaign has failed. The ad’s reach isn’t enough to drive the campaign’s effectiveness. You must provide a creative element that encourages the viewer to interact with the ad and take the desired action.
How can you increase the creative element of an ad campaign?
The most effective and engaging ads have the brand’s objective at their core. While technology is becoming more accessible and sophisticated, brands don’t want to make the mistake of pigeonholing their ad into the latest digital trend because everyone else is doing it. Data is crucial to ensuring that your target market is reached. And ad technology enables it to be delivered as quickly and accurately as possible. But to drive engagement, your ad needs to be creative. It requires a human touch.
To sum it up…
The advertising spectrum is complex. While it’s true that no single element should take precedence, the business’s objective and the creative must be the focus of the campaign to ensure maximum success. The world we live in is becoming increasingly isolated and commercialized. Consumers crave branding and advertising that is creative and resonates with their desires and pain-points. Visibility can’t do this. Collaboration with the goal of delivering a creative ad will.