Author: Paul Coggins – CEO – Adludio
The implementation of rigorous data protection legislation has gifted the advertising industry with an opportunity – an ultimatum – to either produce relevant and thought-provoking creative, or risk being blocked by users. Largely initiated by the imposition of GDPR, consumer protection now encapsulates a much wider breadth, e.g. the removal of cookies and taking action beyond the internet. This lockdown of personal data assets (which have previously propelled mediocre creative forward) has initiated a shift to a new era that requires creative to work a lot harder. In essence, effective ads need to now focus less on who is engaging, but how people are engaging.
A push for original creative is a huge leap in the right direction because it brings advertising back to its roots and prevents lazy creative made for creative’s sake. In the past, limited consumer data has prompted marketers to make creative that was reliant on preconceptions and guesswork. In a data-centric era, this technique has not aged well. The continued application of this traditional methodology has led to poor and ineffective creative which has contributed to a backdrop of advertising ‘noise’. This ‘noise’ refers to disposable creative that is deployed with a lack of consumer insight and nebulous engagement goals. Whilst it may be possible to have attractive noise (creative that looks good) or relevant noise (focused targeting), this noise is inevitably forgettable and does the brand a huge disservice in conveying its message.
It’s important to recognise that access to sophisticated design tools is not necessarily synonymous with successful creative. You might be capable of creating something subjectively attractive, but the blind assembly of components doesn’t guarantee universal appeal or successful consumer engagement. Creative needs to connect and continue to resonate with consumers in a way that speaks to their wants and needs. As this is unachievable with guesswork alone, data must play a role.
In a privacy-first world, brands need to take the opportunity to leverage richer qualitative insights. This data informs both the creative and contextual factors of human engagement and therefore could indicate which audiences respond best to different types of creative. A discernable approach must be employed to distinguish exactly what kind of data effectively measures this – some data will only indicate effective ad delivery (e.g. showing how many people the ad has reached). The real gold-mine is data that relates to long-term impact factors such as: does the consumer remember the ad, does the consumer like the ad, does the consumer talk about the ad, and does the consumer buy the product.
At Adludio, the global experts in mobile advertising, we believe that we have perfected the formula for effective creative. We attribute this to a seamless marriage of consumer-engagement data and creative tech, which in turn delivers our brand partners unheard-of levels of engagement.
These user-experience insights are generated from the triangulation of a variety of sources (which are currently being automated with our pioneering machine learning algorithms). We obtain enormous volumes of data on attitude and behaviour change through our BIO (brand impact optimisation) tool which is served before and after every campaign. We also glean data at a granular level to inform the specific aspects of the creative that are the most engaging with different consumers. These data-points can range from the optimum amount of text required to communicate a message, to which type of interactions are most exciting to different users. With every campaign, these insights pour into our rich data lake, where these data points are then cross-referenced by vertical and targeting criteria to design, build and optimise premium creatives.
Paul Coggins, CEO and Co-Founder of Adludio joined the Disruptive Technology Panel on 26th November at #DMWF Europe, where he discussed the disruptive technology trends forecasted to shape the future of digital marketing.