Creative advertising is best defined by the sales it helps you achieve. And no-one defined the merits of creative advertising better than David Ogilvy
“Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?” ~ DO
The question David Ogilvy asked when he wrote “Ogilvy on Advertising.” One of the most referenced books on advertising of all time.
It is also the question he asked of himself and his clients for most of his career. And in 2017 this issue is just as relevant today, as it has always been. The most creative advertising is advertising that results in sales.
Because as he also references “if an ad does not sell, it is not creative.”
Social media is changing many of fundamentals of advertising. And providing a deeper level of clarity than it ever has regarding attribution and performance.
We now have relevance scores coming from platforms like Facebook telling us how our audience is responding to our campaigns in real time. A score of 1 indicating our ad is not being received well, and a sore of 10 indicating as close to a perfect performance as we could hope. The ideal state for creative advertising.
Pixels on all of the platforms are tracking conversions on our websites. So we know the real time effect of our spend, and we are now even able to capture the longer term effect this way as well.
Automation in some of the platforms is allowing us to stop ineffective ads when they strike an individual metric. As an example, if an ad moves from a relevance score of 7 down to a relevance score of 4, we can place a rule on the platform which turns this ad off.
Saving our client’s advertising spend on non-performing assets in real time. Imagine being able to stop a television ad automatically when the majority of consumers started to change channels when they saw it?
This is what is now possible with Facebook advertising.
For any advertising firm wishing to be successful in 2017 and beyond, the only thing that matters is attribution.
What are we spending and what is the return? Data now determines how creative your advertising is.
The consumer’s attention has shifted to the social platforms and how they consume creative advertising has also shifted.
Depending on the format of the ad, you have anywhere between 1 to 8 seconds to gain their attention and influence them. And wouldn’t you like to know if you are achieving success on this basis?
Creative advertising has moved from subjectivity to data-centric attribution. And if you want to compete in today’s market, it is critical you not only understand the shift but master the skills required to win.
Disruption comes in all types of forms. If your competitors know the social media platforms better than you? Expect to be disrupted. Yes just by creative advertising, even if their product is inferior to yours.
Because if you are not part of the conversion, you can not be part of purchase consideration.
If the engagement and relevance of their ads are better as measured by data. Then they are just more relevant to the consumer than your brand.
Understanding that data (measurement) and social media (attention) is how you move the sales needle up in 2017. After all, as David said, the most creative advertising is the advertising that moves the “sales needle up.”