What is a Creative Strategist Role, and Why is it Important?
Creative Strategist. It may seem like an oxymoron, like a biased judge or a cowardly soldier.
After all, to be a creative requires imagination, world-building, risk-taking and an element of dreaming. On the other hand, a strategist requires systems, structure, calculated decisions and a clear plan of action. However, the merging of these two results in the Creative Strategist role- a position that is becoming increasingly popular in workplaces. The job combines the left and right brain- keeping your head in the clouds while your feet are on the ground. It requires the merging of emotion and logic, a partnership between the dreaming and doing, in order to meet targets and help businesses grow their revenue.
So, why the rise in need for Creative Strategists? In the last year or so, creative has become the most important cog in the Facebook media buying machine. Let’s discuss the 3 major reasons for this shift.
1. Human Behaviour
According to studies, our attention span has changed remarkably in the last few decades, decreasing from 12 seconds in 2000 to 8 seconds in 2018. In fact, scientists now believe that we have shorter attention spans than goldfish. This means marketers and creative teams have a very narrow window to capture their audiences’ interest and “stop the scroll”. Studies have proven that the act of scrolling is highly addictive and stimulates brain pathways in the same mechanism as a chemical addiction. This means social media ads have to be so engaging, they literally stop human nature- quite a task!
Digital marketing experts estimate that most Westerners are exposed to around 4000 to 10,000 ads every single day. At some point, we start a screening process for what we engage with and start ignoring brands and advertising messages that we don’t resonate strongly enough with. On social media especially, the number of businesses joining the platforms increases exponentially on a daily basis. This results in rising CPMs, stiffer competition and a creative bar that is constantly being raised.
3. Every Changing Marketing Environment
By now, everyone is privy to the iOS14 updates, and what they will mean to the media buying space. Pixel tracking will become less efficient, ROAS will no longer be a reliable success metric and overall targeting will become more difficult. However, while this change may leave many marketers scratching their heads, those who focus heavily on creative will come out on top. This major shift has now brought us back to being true marketers- connecting with people and tapping into psychology in order to introduce them to, and sell them on a product.
So, let’s summarise what we’ve just discussed. As humans become less receptive to advertising, updates are made to iOS, and competition and CPMs grow across the platform, creative assets have become the most powerful tool marketers have up their sleeve. While there are many optimisations that media buyers can make within the business manager to improve results, the simplest way to reach targets will always be creative. The better the ad, the more people click, the more people in your funnel, the more people you can retarget, the more conversions you will achieve. Seems simple enough, right?
Well…not exactly. As the social platforms evolve, the creatives must evolve too. Gone are the days that a single still image could be profitable on Facebook for 8 weeks- now teams must focus on building a strong feedback loop between the creative team and media buyers, anticipating when campaigns will burn out, and be ready with the next tests. This is where a Creative Strategist comes in.
Now, what exactly do they do…?
Understanding the Client
One of the most important elements of creative strategy is researching and understanding the brand. Who is their audience? What pain point are they satisfying? Who are their competitors? What would a customer’s biggest objection be?
Market research is an essential process for all businesses and will lay down the foundation for marketers. Broken down to the basics, it focuses on understanding your customers by exploring their attitudes, needs, motivations and behaviour as they relate to the business.
This ultimately helps you better identify, understand, analyse and retain customers. By gathering data around buyer personas, target audiences and competitor analysis, you will be able to meet buyers where they are.
What platform are they most likely to use? Would they interact more with a product shot or a lifestyle image? Are they likely to purchase the products upon their first time seeing it, or will this be a longer buyer journey that requires nurturing?
There are a few useful tools that will help you gather this information:
1. Facebook Ad Library
The Ad Library is a database where you search for all ads that are running across Facebook platforms. Your competitors’ social advertising strategies provide incredibly valuable insight into your own campaigns.
You can search by Brand Name or even Keyword. At the top of each ad, icons indicate the placements in which it ran (Facebook, Instagram, Messenger, etc.) and you can also view how long the ad has been running for.
By analysing the creatives your competitors are using, you can identify how they are positioning themselves in the market, and also infer what their audience is resonating with. Are they using a variety of creative formats, such as videos, carousels and collection ads? Do they include text overlays in their images? If so, what type of message are they pushing?
Additionally, the Ad Library is a fantastic place to observe how competitors are writing their copy. Is long-form or short-form more prevalent? Are they writing in a formal or colloquial tone? Analysing this data helps you understand your competitors’ strengths and weaknesses and allows you to refine your strategy in response.
2. Google Trends
Google Trends is an insight tool built by Google that allows you to visualise the popularity of searches. You can choose to see the relative popularity of a search term over the entire history of Google or within a certain time period.
This data allows marketers to analyse spikes in searches and identify trends within specific locations to make predictions about the future. You can also view related topics, which is useful when building buyer personas, as you are able to get a fuller picture of the interests and buying habits of your target customer.
Additionally, this tool can be used to compare search terms, which helps when selecting keywords to highlight within creative or copy. Choosing trending “buzzwords” is one way to immediately connect with your audience.
3. Facebook Audience Insights
Facebook Audience Insights helps you connect your brand directly to your customers. Understanding your audience is about more than just their age or gender. What do they do for a living? What are their hobbies? What pages do they like on the platform?
While this tool is vital for media buyers, creatives should also take advantage of Audience Insights too. Building a complete customer profile and understanding their activity outside of the Facebook platform is an incredibly useful tool when writing creative briefs and copy.
4. General Customer Feedback
Besides the major platforms listed above, a savvy Creative Strategist should always keep a lookout for customer feedback and opinions. Websites such as Quora can be a gold mine for understanding what topics people are interested in within your specific niche.
If, for example, you are working for a beauty company, it’s important to know which skincare products people most are interested in at the moment. Similarly, if you are doing lead generation for a real estate agent, you can search Quora for commonly asked questions, and address this immediately in your creative and copy.
Comments under your or your competitors’ organic posts are another great way to expose yourself to the current dialogue in your niche. Find out what people are commenting on in real-time, and use creative methods to address these in your ads. Other resources, such as polls, surveys and statistics are also readily available to marketers online.
While a lot of the research groundwork is conducted in the early stages of a campaign, a Creative Strategist should be constantly monitoring the above resources (plus more) to keep ahead of the market and stay relevant in a rapidly changing landscape.
The Importance of Creative Reporting
So, now you’ve done the research. You understand the unique selling propositions of a business, target audience, key competitors and what common objections may arise. You are ready to create and test a new campaign.
What comes next? Well, perhaps the most important part of the Creative Strategist’s role. Communication.
Communication of results (both the wins and failures) is essential for the success of a campaign. Digital marketing requires a dynamic, reactive and responsive approach. We receive performance data instantaneously; how many people clicked on the ad, what percentage of the video they watched, how many people viewed the content, how many people added to cart, etc. There are many metrics that marketers can observe to obtain valuable information, however below, we will run through a few of the key ones.
1. Cost Per Thousand Impressions (CPMs)
CPMs can also be considered as a ‘relevance score’. The higher the relevance score is, the lower the CPMs. This metric can be used to gauge exactly how relevant your ad is to the audience you are presenting it to. When launching a campaign, if your CPMs are extremely high, this means your relevance score is low, and the ad is not resonating with the audience in the way it should. There are many factors that can affect CPMs (competition, time of the year, audience targeting) however, it’s a useful metric to keep an eye on to see if your campaign is appropriately relevant.
2. 3 Second Video Views
The first 3 seconds of the video matters the most in digital marketing. While traditional advertising follows a more conventional storyline with a gradual build-up, social marketing needs to be reverse manufactured. The first 2-3 seconds need to capture interest immediately, while the remainder of the creative needs to backfill the rest of the vital information. If this metric is low, this is a good indicator that the ads creative is not thumb-stopping enough, so it might be time to go back to the drawing board on the opening scene.
3. Video Engagement
To understand how long people are engaging with your content for, it’s incredibly useful to dig into the Video Engagement section. This will allow you to see how many people watch the first 25%, 50% and 100% of the video and the average watch time. From this data, you can understand where your video views begin to decrease, and exactly where the drop-off occurs. If the drop-off is early in the video, this might be an indication that the first few seconds are not engaging enough, and you may need to brainstorm a new, more “thumb-stopping” opener. Conversely, if the drop-off occurs later in the video, this is an indicator that your video has a great hook but gets less interesting towards the end. Video engagement data is a great metric to measure strong and weak points within your video.
4. Click-Through Rate (CTR)
Perhaps the most important metric for creative performance on the Facebook platform is CTR, which measures the ratio of clicks (how often someone clicked on your ad) to impressions (how many times your ad was viewed on the platform) for individual ads. According to a 2020 study, the average Facebook CTR is approximately 1.00%. A low CTR but high average watch time means people are seeing your ad, but aren’t taking action, which may mean that the messaging isn’t clear, the call to action isn’t strong enough or the offer isn’t enticing enough. When Facebook sees your ads are getting impressions but no clicks, it logically assumes your audience doesn’t find the ad relevant and this can result in paying more per click and overall poor performance. Improving CTR can be facilitated through copy change or a creative refresh.
While there are many metrics that can provide marketers with valuable data, the four above provide an insightful overview of creative performance. The method in which you receive, interpret and communicate this data back to your creative team is highly personalised and depends on a multitude of factors. The end fact, however, remains the same- reacting to creative data is pivotal to a campaign’s success.
So, we’ve covered a lot of ground in this post! I hope you’ve now got an insight into what a Creative Strategist is, the importance of the role and the reason it’s growing in popularity across all industries. As human behaviour changes, competition increases and the platforms themselves develop, it’s pivotal to understand all aspects of your business, and also to develop clear and thought-out methods of reporting in order to constantly improve your creative output. Ultimately, a Creative Strategist is a diverse role that combines creative thinking with thought-out business plans in order to create thumb-stopping social ads that result in conversions.
But there’s no need to reinvent the wheel here, after all, good marketing is all about being a cut above the rest and standing out.
And today we’re going to dissect the science that is high- converting landing pages.
Picasso said, “Learn the rules like a pro, so you can break them like an artist.”
The secret behind why landing pages convert so well is because they’ve got the fundamentals down, no matter the end conversion goal or their intended audience or the price point of what they’re offering. And no matter the creative campaign you’re running. The structure of a landing page is positioned to persuade leads and the elements help carry them over the conversion line.
By understanding the building blocks of a landing page and sticking to this guide, you’ll almost guarantee conversions. This opens the door to optimising your page to continually stay ahead of the curve.
So what is a landing page and what does art have to do with it?
It is an independent web page that potential customers reach after clicking a promotional URL in an ad, a social media post or search engine result, etc… With one design goal in mind, to get its visitors to convert.
The conversion goals could be anything from collecting your details for a free consultation or your email to subscribe to an email newsletter. To achieve that intended outcome, your post-click landing page should leverage psychological principles, colour theory, UX best practices and so much more…
The Winning Components of a Landing Page
Each landing page is a snowflake of design, Unique. However, there are 7 core elements that every high converting page must have:
- A unique selling proposition (USP)
- Throat grabbing Headline/Sub-headline
- Eye-capturing hero creatives
- Concise copy that outlines the benefits of your offer
- Some form of social proof
- No “drop off points”
- Keep that loading speed super quick
- The strongest conversion goal that’s ever existed (your call to action)
1. Your Unique Selling Proposition
Your USP is the diamond in the rough that sets your product or service apart from your competition. It’s the answer to the customer’s question, “ What makes this offer so outstanding?”
Your uniqueness will only get you so far. Think of your USP as how you position your offering as special & better than all the rest.
The communication on your landing page must be clear and to the point so that your visitors immediately understand why your product or service is so enticing.
The headline is the first thing that your visitors will read. So it’s vital that it very clearly announces what a visitor is expected to get from your product or service. Keep your headline zesty and direct about your USP- keep the fluffy poetic stuff for your personal notes.
Since the headline is brief and direct, the supporting headline is where you can embellish with a little extra information. A sub-headline can take two approaches:
It can act as a direct extension of the headline, like a call and response act. (The headline should act as the main character. Or it can offer additional value or convey a secondary persuasive message that’s still related to the headline.
3. Eye-Capturing Hero Creatives
As humans and visual art has evolved, so has our ability to process them. We can process visuals 60,000 times faster than text, and such first impressions are crucial when visitors first arrive on your landing page.
Forget the use of generic stock images, invest in using a “hero shot” to tease them how your product or service will change their lives for the better.
A short explanatory video of how your product works, focussing on how it will benefit your prospects is just as tasteful.
A winning ingredient to use in these creatives is using genuinely satisfied customers in your photo or video. This kills two birds with one stone by explaining your product/service and doubling as social proof.
4. Concise copy that outlines the benefits of your offer
Your landing page needs a message matched copy following the headline to persuade most site visitors and convert them to prospects. The trick here is to describe specific benefits paired with features. Like our short and succinct headlines, the messaging of our copy should be snappy and easily digestible.
The recommended length shouldn’t be longer than two or three consecutive sentences of block text or a direct listing of benefits that sets your product/service apart.
For example, if we were advertising noise-cancelling headphones, we wouldn’t talk about the various colours or the multitude of materials used. We’d talk about the unrivalled sound quality, 30hr long battery life, controllable noise cancellation, reliable Bluetooth connection etc..
As mentioned previously, every landing page is unique. That also means the copy. Depending on the product and its price point or complexity, it might require a lengthier explanation.
5. Social Proof
If you’re like most people then before buying a product or service, you ask friends and family, to see just how good that air fryer is or that new gym app subscription before you fork out that hard-earned dough and regret your purchase.
This translates in the online space too.
92% of people value recommendations from a peer & 70% of people trust a recommendation from someone they don’t even know.
So why does that matter for the post-click landing page?
Using social proof will influence your prospects and boost the probability to click on your CTA button tenfold. Social proof is unmistakably the strongest tool in your arsenal when creating high converting landing pages, so here’s a few examples of how to correctly execute it.
On a landing page, your social proof can take many forms:
- Direct quotes from customers
- Case studies (or links to case studies)
- Video interviews or testimonials
- Logos of customer companies
- Review scores from sites like Google, Amazon, or Facebook
- Authority badges
Theragun uses social proof through influencer marketing testimonials, Authority badges of respected magazines and awards and direct quotes from such publications.
Get specific. Get names, numbers, fact-driven results from happy customers that are speaking on behalf of your business. The more you can display about them, the more trustworthy they seem to your visitors.
6. No “drop-off” points
If you have a bucket with a bunch of holes in the bottom of it, it’s not really going to hold much water in it, is it?
That is what links are to a landing page.
Your landing page is the bucket; optimised for the end goal: conversions. And too many links are those holes, pouring your leads into new tabs and distracting escape routes away from the conversion goal.
I urge you to resist the temptation to add unnecessary links such as social media buttons, site navigation, additional calls-to-action or even links back to the homepage. All of these are just another hole in the bucket that your prospects can escape through.
And if you think that they’ll open a new tab, browse around and then come back to your landing page, you’re surely dreaming. The average attention span on a website is 8 seconds. You want to make your landing page as airtight and externally link free as possible.
7. Fast loading speeds = Faster conversions
According to page speed reports by Unbounce, they show that 70% of consumers admit that loading time influences their desire to buy. If your pages are taking more than 3 seconds to load on a mobile device, you’re going to lose a lot of potential customers. (Source: Page Speed Report for Marketers)
Statistics by Hubspot show that the first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. (Source: https://www.hubspot.com/marketing-statistics#)
Avoid loading your loading page with too many elements. Everything on there should have an intended purpose. Make sure images, videos and all your other content has been optimised.
If your landing page is still slow, follow Google’s Accelerated Mobile Pages (AMP) steps to produce lighting fast speed times.
8. The Call-to-Action
The throat grabbing headline, compelling copy, the satisfied customer testimonials and optimizations are the recipe for one thing: to get your prospects to click on that call-to-action button.
This landing page element should jump out to your visitors almost instantly when they land on your page.
It doesn’t mean make it obscenely large they can’t miss it or a ridiculous bright pink or orange.
Using The Fundamentals of Color Theory we can psychologically hack our visitors brains and perception to automatically resonate with the brand through colour.
Find the right shade, gradient, tint or tone that stands out from the rest of your page.
As far as the copy of your CTA, don’t settle for bland or boring. Spice it up to message-match what your advertising says.
For example, if you’re a finance broker advertising low interest rates, you want all the information possible to make the right decision before making a large finance decision. A CTA like “Get Free Expert Advice Today” gives prospects the assurance they’ll get all the information they need to make that decision.
Most importantly, make sure that button LOOKS like a button. Your visitors should know they need to click on your CTA to get the value from your offer otherwise poor design could lead to, well no leads.
Remember this is just the skeleton fundamentals to designing a high- converting post- click landing page. Constantly iterating and optimising the elements above will produce varied results for your individual business. The best way to find out what works and what doesn’t is continually A/B testing each page to find the winning formula to your perfect landing page.
Don’t waste time thinking about this epic advertising trend, start introducing these fundamentals within your landing pages. If you need a digital marketing agency to design, implement and grow your business then contact Defiant Digital.
As a Creative Strategist at Defiant Digital, I am responsible for writing and directing social media advertising campaigns for my clients. In order for these campaigns to be successful they must engage scrollers, encourage users to click through and subsequently… purchase!
Pretty simple formula right? Well, not exactly. For most, products and services require a little bit more warming up to before they are ‘added to cart’. Modern day social media marketers have recognised and accepted that we now have less than 3 seconds to capture attention on social media, making that first mili-second of an ad creative, the most crucial.
You might be thinking, “how will I engage and convey my message within 3 seconds?” and I’m happy to tell you that you can still create 15 seconds to a minute long ads on social media, you just have to ensure that the first 3 seconds are stimulating enough to click through.
The key is to continue pushing the creative boundaries and trying new things that you haven’t seen anyone else try before. That is why I have been spending a lot of time investigating “Interactive Ads”, A revolutionary way to capture and engage scrollers in 2021.
What is an Interactive Ad?
Interactive ads are advertisements that invite users to actively participate, collaborate or experience your brand instantly. Some formats of Interactive ads include:
● AR Filters
● Instant Experiences
Unlike regular ads which automatically play as users scroll, using visual cues and copy to grab their attention, Interactive ads need the user’s action in order to play. Encouraging users to act on your ads rather than passively view can help you meet your creative KPI’s such as “click through rate” with ease.
Let’s take a deeper look into each interactive ad format and how other brands have used them and how you can use them for your brand too.
It is likely that you have already used Instagram/Facebook story polls in your organic content strategy however, using them in your ads can be super effective for keeping your band top-of-mind if done properly.
Some huge brands which have embraced polls in their paid media strategy include Asics and Milo. These examples are very different types of businesses however, they are both using polls for the same purpose of engaging and encouraging their audience to interact directly with their ads to increase brand awareness.
As part of Milo’s “Hot or Cold” campaign, Milo utilised poll ads to uncover whether their audience preferred their Milo hot or cold. The ads allowed their audience to feel as though they were contributing to the conversation while creating a little bit of friendly rivalry between their audience.
Poll ads should not be underestimated as simple engagement tools, they can actually help to uncover your audience’s true wants and needs so that you can inform your strategy with messaging and products that are in line with their responses.
Another great thing about poll ads is that they are versatile and can open up lots of creative opportunities to make super engaging ads which showcase both of your poll options. Making your poll ads visually engaging only makes the decision for a user to participate easier which in turn will give you more data on your users, a higher CTR and stronger brand recall.
An additional bonus to using poll ads is that Facebook’s algorithm will prioritise content that receives instant engagement therefore your CPM’s (Cost Per 1000 Impressions) will be substantially lower than conversion campaigns, making paid brand awareness campaigns even cheaper.
Snapchat was the first to pioneer the use of Augmented Reality filters or AR filters on social media in 2011 and since then they can be found on many different online channels, but did you know that you can create AR powered ads on Facebook and Instagram?
What can be more engaging than seeing yourself in an ad?
Well that’s exactly how AR Filter ads work and they are extremely effective for giving your audience an instant experience and allowing them to truly interact with your brand. Global brands which are utilising this trend include furniture brand MADE who created an instant experience for their customers by targeting them with ads which allowed them to instantly use their camera from the ad and seemingly ‘stage’ their products in their own space using AR technology.
To get started with AR Filters, download “Spark AR Studio” and create filters which can be uploaded straight to Facebook and Instagram!
Playable ads are often used for apps and games however they can be altered to suit just about any business with the right creative flare. Playable ads offer a sneak peak into the interface or service of a business and give users the opportunity to physically tap and play within the interface of the ad. Put simply, they’re not just your “tap to play” style ads but more so “tap to try before you buy” and are often referred to as micro games.
The framework for playable ads is often in the sequence of:
Lead In: Create a short intro clearly indicating that the ad is playable.
Demo: Once the user opts in, they will be able to “play” a fullscreen demo directly on the ad.
Call To Action: The demo ends with an enticing call to action or offer to entice people to learn more or play more.
Aside from game apps which utilize this form of advertising often, other brands outside of the gaming sphere have adopted this type of marketing.
Babbel, the learning language app created playable ads to drive subscription sales, the ad began with a lead in to “tap and try before you buy” which then opened up users to interact with a full screen demo of their Spanish Language Course.
Through this ad, users expectations of the app were set and could now familiarise with the interface, thus leading users to download the app and opt in to their subscription service.
An Instant Experience styled ad on Facebook or Instagram is any ad where a user’s action to watch or click on the ad offers an instant experience. Examples of this include, Instant Lead Forms, instant Storefront, Instant Collections, Carousels and Instant Swipe Ups.
All of these ad mediums allow users to take direct action on the ads either through scrolling a store directly from an ad, filling out their details directly from an app and swiping through a collection, carousel or swiping up.
You may already be utilizing some of these ad types but are you using them correctly?
These ads are designed for a more informative experience so using these mediums not only to sell but to storytell and educate more than what standard ads allow will help improve your users brand recall when interacting with an Instant Experience style ad.
Why Should Brands Be Using Interactive Advertising?
Interactive ads have many advantages that will benefit a brand long term. Not only are users more likely to engage with and pay attention to brands that utilise interactive ads due to the technical advancement these brands appear to have and the interactivity they provide, they are more likely to take action.
Below are more reasons why interactive ads should be considered within businesses marketing strategy.
Users Are Used To Stimulation And Value Interactivity
Media entertainment has been around for decades and the world has become accustomed to media stimulation. In fact, some would in fact argue that as the entertainment industry progressed from newspapers to radio to television, users became desensitised to artificial stimulation.
As technology has shifted towards smartphones and social media, short burst entertainment has become a commodity and everyday Creative Strategists just like me are creating multiple adverts for that tiny bit of attention and interaction daily.
This is why interactive ads are so valuable, they call out users directly, put control back into their hands, give them the power to alter their individual experience of the ad and stimulate their curiosity. The more interactive an ad is, the more likely a user will take note of what the brand is trying to promote.
Interactive ads are so effective at gaining the attention of potential customers that around 88% of marketers believe they are the best way to stand out from competitors.
Interactive Ads Lead To Better Recall Of The Brand And It’s Message
I’m sure we can all agree that the key purpose of an ad is for consumers to remember the brand and the message that it was trying to convey (as well as opt in and purchase).
It is crucial for brands to be memorable and stand out from competitors. Regular forms of marketing such as statistics, videos, emails etc is something consumers have been doing for so long that studies show many users experience what marketers call “banner blindness”.
This is a psychological mechanism that blocks out the ad, resulting in the consumer not paying attention at all due to desensitisation. This is where interactive ads shine- compared to static or non-interactive ads as they require the user to do something such as click, like, answer a question, play a micro game or wear an AR filter which causes them to notice the ad, engage and remember it later.
Worldwide studies back this up. A study by MAGNA found that interactive video ads can increase the amount of time a user spends on the ad by 47% compared to the time spent on a static ad of video. This allows much more time for the brand message to sink in.
Interactive ads are 32% more likely to be memorable and have a 9 times higher impact on a user’s intent to purchase.
Interactive Ads Lead To More User Data
With the trackability of social media marketing, advertisers are more reliant on data than ever. Data helps to inform businesses of their customer base’s preferences so that they can tailor their advertisements and services to meet their needs, in the hopes of expanding their brand. Interactive ads have the ability to collect more data than regular ads as they can be engaged with in a variety of ways. Interactive ads can give brands data on how long consumers are viewing their ads for, what parts of the ad they were interested in enough to click, if consumers replayed anything within the ad as well as detailed data about topics crafted through the ad such as answers and votes to polls and questions.
This gives brands insightful data they can use to refine their marketing process, in an effort to shape future ads and better target users.
Leading Platforms Want To Display Interactive Ads
While brands pay advertising platforms such as Facebook, Instagram and Google to place ads on their channels, advertisers within certain platforms are beginning to favor some ads over others.
Leading platforms such as Google are pushing the use of interactive ads as they believe it improves their customer’s experience and keeps them on their channel longer.
Therefore, these ads are more likely to be prominent on these channels, gaining brands more attention and recognition.
Interactive Ads Have Better Performance Rates
When comparing regular ads to interactive ads, 91% of users found interactive ads to be more engaging, while 70% respectively found them more engaging and stimulating.
Interactive ads are found to have a 300% higher click through rate, meaning users engaging with these ads are actively trying to find out more about a business or purchase their products faster.
This takes us to the next metric where interactive ads are performing dramatically better, conversion rate. The conversion rate on interactive ads sits at around 3 times higher than that of a static ad and is up to 7 times higher for playable ads.
Interactive ads symbolise the future of advertising. With brands working harder to gain the attention of consumers in this increasingly over-stimulating environment, the key is to increase engagement and click through rates first and foremost.
Creating ads that ask potential customers to do something, whether it be playing a trial version of a game, answering a quiz or wearing an AR filter is proven to increase these metrics.
With so many different types of interactive ads to choose from, it’s time to start brainstorming ways you can create ones that suit your business and improve the quality of your brand’s advertising!
Don’t waste time thinking about this epic advertising trend, start introducing interactive ads to your marketing strategy by consulting experts like Defiant Digital Marketing Agency.