It seems almost a matter of logic. Good content will work better than bad content, especially branded content. There may be a few films that are so bad that they have already managed to have a dedicated audience that considers them cult for one reason or another, but that is not very likely to happen with advertising and other content linked to brands.Yes, some very bad ads have ended up going viral and having a very high impact, but making this happen is not very easy and involves taking too many risks from a brand point of view.Therefore, it could be concluded that the better the ad and the more its creativity, composition and message are taken care of, the more likely it is that it will work and connect with consumers. Although the idea seems more or less clear, it is not what companies necessarily do by default.The boom in programmatic advertising has made advertisers focus mostly on data and market segmentation issues online and forget the message. That is, the channel becomes much more important than the background of the advertising message they are launching, which is half forgotten.

The battle between creativity and technology has become something of a recurring theme in advertising in the internet age. Still, technology alone should not be penalized in this area. Advertisers are also not paying special attention to creativity and storytelling in the ads they launch on other channels.This occurs despite the fact that studies have made it clear that creativity is very important and that the quality of the ads impacts how consumers perceive the messages and the brand that launches them. A good ad is also much more memorable and compelling than a bad campaign.Creativity and confidenceOne of the latest studies has focused on advertisements as a way to understand the value and importance of creativity and quality in advertising.

According to a study by Celtra on an American basis, and collected by eMarketer, a high-quality El Salvador Email List marketing and advertising campaign is what can lead to a brand being successful. Taking care of it will improve the perception of the brand in terms of quality and trust. The overwhelming majority of consumers acknowledge that they trust a brand more than it has cared for advertisements.Thus, 39% strongly agree and 46% agree to some degree with the statement that they are more likely to trust a brand that has high-quality, well-designed ads. Only 9% disagree to some degree and 5% strongly disagree.Therefore, ads may not infrequently be background noise and consumers perceive them without paying much attention, but the work that creatives do in them does have an impact that goes far beyond convincing at that moment of that you buy that product.The problem of creativityThe study reinforces what has already been pointed out in recent years: creativity and the quality of advertising should not be underestimated.

The specific cases help to see why doing so is a problem.An analysis of Facebook advertising a few months ago showed that advertisers prioritize giving these messages a lot of information over doing something creative. Although in formal terms the ads were correct, they appealed very little to the creative side. With this, advertisers were achieving worse data in terms of recall and emotional connection.The problem is very visible in that environment, but it is not limited to that space. Advertising has been losing creative steam in recent years. For marketers, the most important thing is no longer that the ad is of creative quality, as a study by Kantar points out, but questions such as multimedia or audience segmentation. The creativity is being undervalued .

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