Home Data-Driven Thinking Campaign Effectiveness Comes Down To Great Ads, Not Viewability

Campaign Effectiveness Comes Down To Great Ads, Not Viewability

SHARE:

Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Paul Lowrey, head of marketing and strategy at TI Media.

In the continual race to maximize viewability, brands and agencies may have forgotten one vital element: engagement.

You might have a high viewability score, but if the way the message is presented doesn’t hit home with the right consumer, the campaign will underperform. Placing an ad in front of the right person at the right time is only effective if the ad attracts the attention of the person viewing it.

Although data and technology help deliver the ad to the right audience and ensure it is viewable, they have little influence over actual engagement. This all comes down to the creative element of the ad, which should strike the right chord with viewers.

But is the creative being overlooked by brands to the detriment of campaigns?

Creativity, but not for the sake of it

Ad tech is getting more sophisticated while agencies and brands are getting smarter at working with publishers to better take advantage of data in a post-GDPR world.

However, as technology becomes more accessible, the only true point of difference is the quality of the ad because it relies on a combination of human factors, including, most importantly, the boundless creative mind.

But this is not creativity for the sheer hell of it. The best ad creative has the brand’s objective at its core – what it wants to achieve through the campaign – along with an in-depth knowledge of the target audience to ensure it truly resonates.

If the goal is to increase sales, this should be the entire focus. It should not be a case of thinking up how to squeeze the message into the latest ad tech trend just because everyone is using it.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

To maximize ad effectiveness, close collaboration between the brand, media agency, creative agency and media owner is also required, ideally from the outset of planning.

Again, the business objective should be front of mind to ensure that the creative will resonate, the market can be reached (data) and the ad can be delivered as quickly and accurately as possible (ad tech). This is no easy task, but it’s encouraging to see that the value of closer partnerships is finally being understood.

Opening a dialogue

With so many stakeholders involved, media agencies are uniquely placed to take ownership of managing all elements. As the media landscape becomes more fragmented, I think it’s time to re-engage with their planning expertise to spark up a cross-party dialogue that seems to have been suppressed by technology. No single element of the complex advertising spectrum should take precedence, but the business objective and ad creative should be the focus.

Ultimately, brands still need to make great ads led by inspiring creative. In fact, in the increasingly commoditized world in which we live, this has never been more important in driving the required reaction from the target consumer – viewability alone cannot achieve this.

Great creative should, therefore, be what marketers measure success by, rather than by simply looking for validation through a one-dimensional yardstick such as viewability. Each campaign has its own objective, and all parties involved should work together from the outset on a strategy for measuring whether it is achieved.

Follow TI Media (@TI_Media_UK) and AdExchanger (@adexchanger) on Twitter.

Must Read

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Judge Mehta’s Remedies For Google’s Search Monopoly Won’t Cure What Ails Publishers

Remedies in the federal search antitrust case against Google landed with a thud earlier this week. Most publishers and ad industry pundits were sorely disappointed.

Conversion APIs Are Becoming Table Stakes – But Not All Brands Have Bought In

CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

How A For-Profit College Is Using CTV Ads To Win Over New Students

The American College of Education partnered with performance TV company MNTN to better reach its audience of adults seeking higher education.

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.