Closing The Creative Gap In Advertising 1
3 minutes read

The demand for ads and visual content has been growing exponentially. When launching a new marketing campaign today, you need 10 – 20x more assets than a few years ago. Companies face increasing pressure to produce more ad variations than ever due to multiple marketing channels, with hundreds of different formats and size requirements, alongside rising customer expectations for personalization. For example, 56% of consumers expect their offers to always be personalized. Ads need to be localized for multiple markets, customized for each product, and optimized for every audience.

Multi Channel X Personalization

But quantity is only half of the story. The other half is quality and brand consistency.

The creative quality drives half of the return on your advertising, while the rest is influenced by brand, targeting, channels, and other factors. Creative is, therefore, the dominant ROI driver across all media platforms. To achieve creative quality, brands need full control over the creative process, while also being supported by technology to remove repetitive work.

The second most important driver of advertising effectiveness is the brand. And while the process of building a solid brand is a long-term initiative, ensuring brand consistency is something that needs to happen daily. That’s how companies create a unified brand experience—one ad at a time. 

The challenge is that being on-brand is on the opposite spectrum of creative freedom, much closer to creative control—with clear rules, tone of voice, and templates. Striking the balance between the two, especially at scale, requires brand-centric technology, which allows the maximization of creativity within the constraints dictated by brand guidelines.

Creativity Quality X Brand Consistency 1

For the highest ROI in advertising, companies need to produce a high volume of personalized creatives while maintaining brand consistency and quality.

When done right, this combination of increased efficiency in creative production—10x faster and less expensive—alongside higher sales and engagement in campaign management—resulting in 2-3x higher click-through rates—unlocks significant business value.

Lower Costs X Increased Revenues 1

Unfortunately, most companies don’t take advantage of this opportunity. There’s a big gap between their available resources and the growing customer demand for high-quality, personalized content that drives sales.

Creatopy closes this gap through creative automation.

We help brands and agencies reach their creative potential with cutting-edge technology, as we believe creativity and technology pull each other forward. Technological advancements power new heights of creativity, and pushing the creative limits, in turn, fuels the development of new technologies. This interplay accelerates innovation, and helps both fields evolve in ways that might not have been possible independently. For example, AI can finally enhance human creativity and significantly increase our value to our customers, from making the creative workflow better and faster to improving capabilities to design, scale, and adapt the creatives across all formats, channels, and markets.

 

 

Dan Oros
CEO Creatopy

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