Before advertising, there are two options when it comes to constructing the messages. There are those that appeal to the part of the brain where creative messages work best (the part that achieves the best results when you want to create a long-term memory in the consumer’s mind) and there are those that use data, information and points very specific and that appeal to the other part of the brain (and that remain in the memory in a much less clear way).In recent years, highly creative advertising has been going through a crisis , with a decline in these types of ads compared to messages that appeal to the left side of the brain and are increasingly similar.In digital environments, this is also much more recurrent. Banners do not usually bet on creativity and surprise. They tend to use the bases of programmatic advertising and adjust the message to what the consumer – supposedly – wants to receive. Advertising formats such as retargeting do not seek to surprise the consumer. They just want to remind you that you saw that product in that store and that you haven’t bought it yet.And, as any surfer knows, the ads simply remind you that you have visited a page and shown interest in a product. Once you see a mask store on the internet in these times, for example, then you will be haunted by ads for hygienic masks of all kinds on all the social networks you browse.In this environment, that of social networks, creative advertising is precisely the one with the lowest presence. Marketers are not looking for highly different elements, but are recurring using other techniques to reach consumers.
This is what a recent study shows, which takes Facebook ads as the basis of the sample.What South Africa Email List happens on Facebook researchers analyzed 100 video ad campaigns that were launched on Facebook by large corporations. The 100 ads met the best practice standards recommended by the social network, both in duration and in frequency and reach. Therefore, it could be said that they are ‘good ads’. They are campaigns that were doing things well.Once the sample was selected, the researchers focused on determining whether they were creative ads or not. Their conclusions are that creativity has little scope: Facebook ads tend to appeal to the left side of the brain, the part of which has the least long-term impact.
Thus, elements such as voice-overs, rhythmic soundtracks and overprinted text appear on a recurring basis.On average, each ad contains 5.3 resources that connect with the left brain. On the contrary, and also on average, only 1.3 resources are used that connect with the right side, the creative one. Highly creative elements, such as creating complex characters or dialogue, using clear locations, or employing melodic music, are much less common.The causes and the reason why it is a problem Why is this happening? Those responsible for the study point out that it is a question of space: “in the news feed, you do not have much time to make an impression.” Everything is ephemeral and you have to reach the consumer in a very short time.
They have no margin to deploy the bases of the creative ad.However, this is a problem, or so the researchers believe. As you recall in the conclusions, the studies that target the right brain are those that achieve the best data in memory and that help a more solid growth in the long term. Getting consumers to remember you is therefore more complicated with the elements they use right now.In addition, and although the most creative ads are not as clear as they would be in other channels, the data they already achieve in the feed is also better. If the first three seconds of viewing pass, experts warn, the consumer is more likely to continue seeing the ad if it is creative. More engagement and more response is achieved.