A new study has found that while media placements helps marketers find consumers, creative quality is responsible for 56 per cent of purchase intent.
Yahoo and MAGNA Media Trials partnered on the study that found that marketers should optimise media across devices, such as ensuring compelling brand propositions and calls-to-action on mobile and larger imagery on larger screens.
The study also found that creative quality leads to a 23 per cent boost in aided ad-recall. For ads with poor creative quality, this drops to two per cent.
According to the data, strong visuals draw in consumers looking to buy. Those in-market for the product are much more likely to notice (20 per cent lift) and enjoy (13 per cent lift) ads with improved visuals, such as a human presence, product images, or prominent logo placement. Meanwhile, improved imagery on desktop leads to high search intent (+23 per cent lift), as well as improved message association (50 per cent lift).
Ads with explicit brand propositions, according to the study, lead to consumers staying on screen eight seconds longer and prompt them to look for deals (32 per cent lift) and consider the brand (27 per cent lift).
Finally, Yahoo and MAGNA found that improving the call-to-action with direct messaging and strong design can result in many positive outcomes, including piquing consumer interest in the product (11 per cent lift); likelihood to visit the brand’s website (41 per cent lift), and likelihood to look for offers/deals (77 per cent lift).
“When we began this study, we really wanted to emphasise that marketers shouldn’t let creative fall to the wayside in their marketing strategies because it plays an integral role in helping brands stand out and shaping opinions,” said Kara Manatt, EVP, managing director, intelligence solutions at MAGNA, the intelligence and investment arm of IPG Mediabrands.
“Media placement and utilising creative to reach the right audiences are equally important in successful advertising campaigns, but no amount of great media can perform well if creative is mediocre.”
“Creative is a fundamental element for the success of any marketing campaign,” said Elizabeth Herbst-Brady, chief revenue officer, Yahoo.
“When paired with premium placement, optimised targeting, and strategic timing, the message is amplified and consumers are more compelled to not only recall the ad, but also to take action.”
The study surveyed 4,100 respondents across 61 metrics and tested brands spanning three industry verticals including auto, food delivery service and CPG.
