What’s the point of advertising?

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To persuade and/or sell a product or service, correct?  

What about “Creative Advertising”?  

Creativity is the soul of advertising and branding. It’s what gives life to messages about products and services that may otherwise be boring or insignificant in the hearts and minds of target customers. 

Well, isn’t it all creative?

No.  

Creativity is essential in advertising, otherwise it makes your point sound like a technical manual or an academic thesis.

Effective? Not so much.

Ads can’t get along with just a tiny pun or colorful picture of the product. They have to break the mold to cut through all the clutter people are exposed to today. The work creative agencies produce is much more conceptual and meaningful than any old promos. Creative advertising is much more difficult, but it’s pertinent to your success. 

People spend a lot of time online, checking email, “googling”, on social media, or just surfing for fun. Every page is loaded with pictures, text, and other elements designed to engage their attention. Simply opening up a web browser can contribute to sensory overload. Thus, people have become savvier about how they view and process information so that they don’t become overwhelmed.

Most people have learned to tune out the majority of what’s on the page. They narrow in on exactly what they need and nothing else. Research actually suggests that only 16% of advertising is both recalled and correctly attributed to the brand – yes, 84% of your ad spend could be going to waste.

Internet users now spend an average of two hours and 22 minutes per day on social networking and messaging platforms, but you only have around five seconds of that time to grab your visitor’s attention. If your material doesn’t compel them to hang around, it’s game over. 

Creative advertising campaigns are proven to be more effective at getting results. Researchers have found, over three decades of ad campaigns, that when executed effectively, they deliver an ROI that’s as much as eleven times higher than non-creative campaigns. 

We’re bombarded by advertising every time we open a browser or pick up a tablet, so creative ads that cut through this constant onslaught of content are essential for success.

Authentic creative ads still engage the user, making them aware of their presence and convincing them to stop and look. They go far outside the box of what people expect to achieve this goal. They hold their attention long enough for users to be persuaded to follow the “Call To Action.”

People click through for more information. They sign up for your email list, they actually buy your product or service. They return to your site and they follow you on social media. They’re also more likely to become recurring customers. Genuinely creative ads make an impression long after the first encounter. They generate brand awareness and people remember them.

Think about the advertisements outside of what you do that you enjoyed or remember or that persuaded you.  Was it simply a picture of the product and information about what it was? How did they garner your attention? What sold you?  Did you appreciate the cleverness of the ad and feel more-so convinced of its message? Great creativity inspires great action, so go get a great Creative Ad Agency today.  We’d recommend Current360, but we may be just a tad biased.

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Photo of Current360 Associate Creative Director Robert Womack

Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.