Why Creative Needs To Get Better Before Digital Can Fulfil Its Promise

Why Creative Needs To Get Better Before Digital Can Fulfil Its Promise
SHARE
THIS



In this guest column, Celtra’s regional director, Richard Knott (pictured below), says you can have all the data you like, but it could amount to nought if the creative’s no good…

In today’s crowded digital marketplace, the stakes for capturing consumer’s attention have never been higher.

Screen Shot 2017-09-01 at 7.24.56 am

At the same time, brands are having to manage greater complexities in the form of different digital platforms and smart devices, while newly empowered customers demand highly targeted and personalised messages that engage and delight.

This means being able to collect and analyse large data sets from multiple sources, to track and monitor the effectiveness of campaigns and to improve on them.

But most importantly, it means having great advertising creative that people relate to, engage with and feel moved to share.

The Creative Management Platform (CMP) is a cloud-based solution designed to help brands bring all of their advertising creative activities together in the one easy-to-manage central location with the goal of creating better digital advertising experiences.

Ideally the CMP should achieve four key things:

  • Enable creative production
  • Deliver optimised creative in real time
  • Measure creative performance
  • Serve creative, and analyse results, in any and all of your sources of digital media

CMP’s offer different benefits for different organisations, but the bottom line is that with so many different digital platforms and smart devices connecting people to them, there are a dizzying array of formats brands now need to be across in order to tell their stories effectively. For example, it’s important to match the ad format to the content it’s delivered within, or risk alienating the audience.

Today’s increasingly mobile consumers are also responding less to messages that aren’t targeted to their individual needs and preferences, meaning brands need to get smarter at tailoring their brand messages – according to individual, time and place – if they are to achieve meaningful engagement.

An effective CMP removes much of the difficulty and cost of doing this, making it easier to convert data and live campaigns insights into actions, something that can be especially powerful when combined with attribution analytics.

It also brings various stakeholders like agencies, media suppliers and other technology providers under the one roof.

Creative dearth

The whole point of advertising creative is to tell compelling stories that engage and delight audiences.

But while the digital platforms and technologies connecting brands with customers have advanced exponentially, the quality of content being uploaded has sadly failed to keep up.

This at a time when quality creative has never been in greater need, with so much content now vying for more people with shrinking attention spans. You need only look at the growing popularity of ad blocking tools for evidence of more users opting to tune out.

This tells us that brand’s ad budgets are increasingly going to waste. Worse still, the 24/7 nature of digital communications means poor story telling can quickly translate into brand damage.

Not only can a CMP help companies organise and deploy their creative content, but it also makes it easier to analyse the results and figure out how they can improve.

The measure of success

As digital platforms and devices continue to evolve and grow, it’s become harder for organisations to gauge the success of their various advertising and marketing activities. But it’s critically important that they do.

CMP allows companies to collect and track all data related to serving and interaction events, at the same time as integrating with third-party tools like Twitter, Snapchat and others. These data can then be used to track KPIs as well as the effectiveness of creative. This in turn can be used to conduct A/B and multivariate tests to fully optimise campaigns, driving improved performance as well as return on ad spend.

Equally important is being able to benchmark different activities, such as measuring the impact of content consumed on different platforms by different audiences. For instance, campaigns on mobile should be treated differently than those on desktop, while video should not be placed beside ‘rich media’.

The ability for brands to measure the performance of creative campaigns ‘incrementally’, is also very powerful. For instance, is a firm’s advertising activities attracting new customers it may have acquired anyway? And if so to what extent?

A CMP can deliver powerful results for organisations of all sizes, but especially those managing multiple brands.

Often very large firms will engage with multiple creative agencies, all of whom might have their own specific versions of creative. But this can be very hard to keep track of, while posing the risk of consumers being confused about a brand’s identity.

However, regardless of the size and type of organisation, the ability to have the once central for all ad creative, including data on its effectiveness for different audiences on different platforms is a powerful new way to build and evolve its digital content and make each advertising dollar matter more.

Latest News

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]