Creative is a form in which advertising appears, the ad itself. It can be an image, a video, simple text, or audio.
Creative is an essential part of advertising because nothing makes sense without it. Creative is responsible for attracting users. The best ad placement and huge budget do not matter when the creative is just bad: you will get lots of impressions and a close to non-existent click-through rate.
In order to create a good creative, you have to consider the audience and channel. Different customer target groups have different tastes in ads: some prefer videos over images, some like to see minimalistic ads over too staffed ones, etc. You will also have to use different languages while talking to them. Channels mostly affect the format of the creative.
Some tips for good creative include the following:
- define what makes you stand out among your competitors
- present the offer as risk-free as possible
- answer the question “what is in it for the customer?”
- make an ad as inoffensive as possible
- stick to your brand’s visual identity and style overall
- test different ad copies to understand what works the best
