Why creative variety is the missing link to success

By Eli Chapman

Posted on 09-08-2020

Did you know that the average person is exposed to 4,000 to 10,000 ads per day? Out of those ads, how many would you remember? It’s no surprise that advertisers and creatives in today’s digital era must battle it out to win the hearts of consumers, which is made harder thanks to diminishing attention spans and a growing reliance on devices. This, combined with leaner creative teams and tighter purse strings, makes for challenging times for a brand that is looking to make a statement. Let’s take a step back and first understand why this perfect storm can cause a negative ripple effect, and what advertisers can do about it.

Less resources + growing production demand = the content gap

The content gap is a growing problem in many businesses, where the gap widens as creative teams struggle to juggle demands. We’ve all been there. One day you’re twiddling your thumbs and boom — you’re bombarded with multiple creative requests and/or are given very little time to turn projects around. Stack on new designs and templates, upcoming campaigns, new products that require brand new creatives, ad sizes, data, scaling across regions … talk about mind blown. These content needs don’t usually let up, and a nimble team is forced to deal with burnout, reduced morale, and turnover.

A study by Forrester shows that 70 percent of brands are devoting more time to producing content than they would prefer. Imagine what a creative team could achieve if some of that time was given back to them? Creative Automation was designed to overcome these challenges, as it empowers marketers to efficiently produce creative in real time, connect the dots within creative teams, and ultimately out-market the competition.

Creative automation and creative variety are the perfect pairing

An overwhelming 80 percent of brands say that their digital advertising strategy would benefit from improved creative technology, and creative automation platforms like Celtra help advertisers fight ad fatigue, facilitate a “test and learn” mindset, and optimize their content based on these findings. It is this approach that fosters a more nimble marketing organization that can quickly pivot messaging, content, and visuals in real time based on current affairs and cultural moments. This type of mindset only works if there is a wide swath of creative to learn from, which is where creative variety comes into play:

Over the next five years, marketers expect automation to have the most powerful impact in increasing the volume of ad campaigns (84 percent) and improving creative quality (79 percent). In other words, both quality and quantity are set to be the norm, not the exception to the rule. If you have yet to jump on the bandwagon, now is the perfect time to discover how it can turn your creative team into a well-oiled machine. Send us a note anytime at marketing@celtra.com if you’d like to pick our brains further about this topic. We’re all ears!

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