I mentioned the new Creative Works research from Google last week but it deserves more attention. The above chart from the video is old news in many ways – we have been sharing solid research showing the power of creative for years. It is undoubtedly the best way to improve media performance and therefore has huge value – a 10% improvement on a $1m budget means the creative is worth $100k
Look around and the ads are still crap. Quality publishers like Guardian, Telegraph and FT pollute their fine editorial with crap banners that earn them pennies. Social campaigns run cut downs of TV ads – with the same lame ad looking wrong on every platform.
Our friends at CreativeX get the opportunity and their CEO shares her thinking on a Creative Quality Score;
Conde Nast take a similar approach ( working with our friends at Responsive Ads) and just announced their digital ad revenues were up 38%. Caring about the creative enables you to sell a premium service that works for everyone; readers get a better experience, brands get better results and the publisher makes more money – often a lot more money.
Some of the best agencies get it too – here the global CEO of BBDO talks about their work with Google on a campaign for catfood brand Sheba. His advice;
All the platforms have teams who are eager to help and there is no end of inspiration – the regular Creative Sparks is a good resource
As is the work we did on TikTok – we ran our webinar sharing our learnings and announcing winners – you can see the video and read the deck here.
In any advertising we know that bigger better ads work best – and that the ends usually justify the hard work. It’s just the same with digital.
So why the persistent crap? One issue is people nickel and diming on creative development and production. It’s more expensive to build high impact ads and it can be expensive to adapt them for a plethora of formats and partners. (but the right tech can help here)
And people use spurious measurement to justify current bad practice – I had a long argument with the ad team of a major platform who were adamant mobile banners worked, because they did well on 28 day viewthrough data.
But as this chart (and many others we have) shows, this expense can be a great investment – you just need to measure the impact in media terms. I am really keen to help solve this issue and know most of the tech firms that can help – and I happy to work with anyone who wants to improve – ping me and lets plot over a cup of tea.
Fewer, better. high quality ads. Lets make that happen.
I am speaking at a Digital Regulation Cooperation Forum (DRCF) event next week on the Metaverse and have spent a lot of time looking at what’s happening in AR. As well as the ongoing moves by the major players, we see new product from smaller firms too.
Our Deep Dive this week looked and the coming and goings in Fast Last Mile as well as Merchant Media and the moves from Shopify towards ads.
The news GoPuff are struggling with cash supports the concerns over the likelihood of this sector ever turning a profit. That hasn’t deterred Instacart who are pushing ahead with plans for an IPO – a CEO letter on their 10th anniversary, doesn’t mention the IPO but shows their ambition – including a low key mention of advertising, which could transform their economics;
Apparently Netflix are in a hurry to start their ads business - with the NYT saying its scheduled for Q4 of this year. That does seem quick and begs the question how they are going to do it. An internal note said; “Yes, it’s fast and ambitious and it will require some trade-offs,”
And it would launch; “in tandem with our broader plans to charge for sharing.”
It sounds like it will be used more as a stick - if you share you will have to pay a smaller fee and you will see ads.
They need people and tech and they need them quick. A deal with The Trade Desk or Roku seem most likely?
More on newTV - including C4 and Sports - in our next Deep Dive
Over the years the idea of people managing their own data and profile for advertising has kept popping up - but it never got traction. The benefits of sharing in the value of your data sounds nice but the meagre money never seemed worth the hassle.
But with My Ad Centre Google have revived the idea. Because the service doubles as the c control for privacy settings it will get used and as a source of data this is top class. But can they get volume to make it useful as a targeting tool?