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  • Yvan Lamoureux

The Creative Imperative: Why Creativity in Advertising Reigns Supreme in the Age of Measurement and New Media

In today's rapidly evolving advertising landscape, creativity has emerged as a critical component for brands looking to cut through the noise and engage with their audiences effectively. With advancements in technology and an abundance of data at their disposal, advertisers have more tools than ever to measure the impact of their campaigns. However, in this era of measurement and new media, creativity remains paramount, serving as the driving force behind campaigns that resonate with consumers and deliver results.

One of the key reasons why creativity is more important than ever in advertising is the sheer volume of content that consumers are exposed to on a daily basis. According to a study, the average person sees approximately 6,000 digital ads a day. In such a cluttered environment, it is crucial for brands to create ads that not only grab attention but also leave a lasting impression. As Alvaro Fajardo, Director of User Experience and Design at AUDIENCEX, puts it,

"Bold and bright colours attract attention, and it's in people's nature to be drawn to them. Unless your brand is associated with elegance and luxury, in which case deep and dark tones are more suitable, an image with vibrant colours will catch the viewers' eye more effectively."

This highlights the importance of creativity in creating ads that stand out and capture the audience's attention amidst the sea of content they encounter daily.

Furthermore, the rise of new media platforms has created new opportunities for brands to connect with consumers in innovative ways. Platforms like social media, streaming services, and mobile apps offer brands the chance to reach their target audience in more personalized and engaging ways. However, to make the most of these opportunities, brands need to think creatively and develop campaigns that are tailored to the unique characteristics of each platform. As Lewis Tutssel from Facebook explains,

"Because of new breakthroughs in data and technology, the elements of targeting, reach and recency can significantly affect sales outcome of a campaign."

This highlights the importance of creativity in leveraging the capabilities of new media platforms to create campaigns that resonate with consumers and drive results.

Moreover, in an era where consumers have become more discerning and skeptical of traditional advertising tactics, creativity has become a key differentiator for brands. Consumers today are looking for ads that not only promote a product or service but also tell a story and evoke emotion. Creative campaigns that tap into these emotional triggers are more likely to resonate with consumers and build brand loyalty. As the article notes,

"Good creative is still the most important element...weak creative results in weak sales lift, and the sales lift is attributed primarily to media." 

This underscores the importance of creativity in driving campaign effectiveness and, ultimately, sales.

In conclusion, creativity in advertising has never been more important than it is today. In an era of measurement and new media, where consumers are bombarded with content from all sides, brands need to think creatively to cut through the noise and engage with their audiences effectively. By focusing on creativity and developing campaigns that are innovative, engaging, and emotionally resonant, brands can create ads that not only grab attention but also drive results. As Alvaro Fajardo aptly summarizes,

"Let's not be seduced by the mystery box of technology. Instead, let's make the advertising and media conversation about what moves people, not just what makes them click."


Otherwise, you're just making noise.


Reference Notes:

Creativity in Ads Matters More Than Ever by Alvaro Fajardo May 24, 2022

Why intentional ad creative is more important than ever. by Lewis Tutssel, Facebook August 25, 2021 6:40 AM 




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