Why Creative Advertising is Essential
You might hear the term “creative advertising” and wonder if you’re missing something. Isn’t all advertising creative? Sure, all ads have a point – an argument, in a sense – but they have to make that point in a creative way or else they sound like a technical manual or an academic treatise.
Not very effective.
But ads can’t coast on the merest bit of creativity – a little word play here, an interesting picture there. They have to go above and beyond, to break the mold with their creativity.
Creating these kinds of ads may not be easy, but doing so is essential. These are some of the most effective ads out there. Here’s why:
They Grab Attention
People spend a lot of time online, whether they are checking email, looking for information, logging onto social media, or just surfing the web for fun. Every page is loaded with graphics, text, and other elements designed to get their attention.
Just opening up a web browser can contribute to information and sensory overload. People have become savvier about how they view and process information so that they don’t become overwhelmed or waste their time.
As a result, many people have learned to tune out most of what is on the page. They have become very good at narrowing in on exactly what they need quickly.
Really creative ads are effective because they are able to grab the user’s attention. They might do so because of the way they look, the format they have, their functionality, or even the way they sound. The best ads combine several of these elements to have the greatest impact.
Good ads need to do more than stand out – they have to make users aware of their presence and convince them to stop and look. Ads that are creative and go outside the box of what people expect are most likely to achieve that goal.
They Keep Users Engaged
Getting attention isn’t enough to reach your goals with your advertising, such as increasing your sales or leads. You need to hold that attention long enough for users to read or listen to your ad and to be persuaded to follow your call to action.
Highly creative ads draw users in and keep them engaged. The ad doesn’t have to be complicated to accomplish this.
For example, this ad for Chupa Chups instantly catches the user’s eye and then makes the person stop and take in everything that’s going on.
(image source: boredpanda)
You see that the ants are going around the lollipop, which automatically makes you stop because it’s unexpected. Then you stay to figure out why the ants aren’t all over the lollipop, and you see the simple tag line that the lollipops are sugar-free. It’s an effective message that these lollipops are safe for those who can’t have sugar, and it accomplishes its goals in a simple picture.
When users are drawn into or engaged with an ad, they are more likely to process all the messaging and then to act on the ad. They are more likely to buy your product or to become a lead.
They Inspire Action
When people are engaged by your ads, they are more likely to act on them. They are more likely to click through for more information, to sign up for your email list, or to actually buy your product or service.
Think about how you feel when you see an ad. If you have stopped to read about the ad and let its message penetrate, you feel more invested. You might have laughed and now you have a positive feeling associated with the brand. Or you might have appreciated the cleverness behind the ad and so felt more convinced of its message.
When users are drawn in and feel an emotional connection or some other kind of connection, they are more likely to buy your product. They are more likely to return to your site. They are more likely to follow you on social media. They are more likely to become recurring customers.
They Generate Brand Awareness
Truly creative ads make an impression long after the initial encounter. People remember creative, innovative ads.
Just think about all the ads you’ve seen on the Super Bowl. Many people can remember ads that premiered many years ago, like the Budweiser commercials with the frogs or with the guys saying, “Wassssuuupp!”
The effect of these ads is not just to impress everyone with your ingenuity, but to make them remember your brand. Launching a campaign of creative advertising is the best thing you can do to establish your brand and to ensure that more people learn about it and the products you sell.
Implementing Creative Ads
You might have a savant on your team who can create professional and innovative ads for your company, but the chances of that are unlikely. If you want to get the results above, you’ll need to hire an in-house team or you’ll need to work with a professional design agency.
When you hire the best, you get the best, so keep that in mind when you are pricing out services. You may have to spend more than you expected, but think about what kind of return you’ll be getting when your ads are getting the conversions you want.
You can use automation tools in conjunction with your highly effective ads to ensure that you are getting the best placement for maximum returns. Undertone from Perion helps you to get your brand advertising on top publishers and ensures cross-device and platform responsiveness. MakeMeReach does the same thing but for social media channels like Facebook, Twitter, Snapchat and Instagram.
The right tools will not only help you get optimal placement for your ads but will also help you to monitor their progress so you can tweak targeting and get better returns.
Every aspect of your advertising campaign counts. Make sure you are making the most of your investment by getting the best ads designed for your brand and then using the right tools to place and monitor them.
Roee Ganot
Senior SEO & Conversion Manager at Perion
Roee is an SEO, social and conversion expert with a strong performance-based marketing portfolio behind him. As a brand reputation specialist, he has proven success when it comes to revenue, traffic & football trophies.
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