“Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view.
Today's column is by Mike Zeman, director of North American digital marketing at Netflix.
Numerous studies have outlined the importance of impactful creative in successful advertising campaigns. Many have shown that creative variables, such as messaging, formats and aesthetics, account for more than half of the total sales impact of a campaign, with less than 50% due to media variables such as targeting, weight, etc.
So, why is it that – unlike TV and print – creative consistently takes a back seat to media (inventory and targeting) in the digital space? Why is creative often an afterthought where agencies are given too little time to do great creative work or assets are handed over to publishers just hours before a campaign is meant to launch?