In the world of marketing, a constant debate rages on which is more important, creative or media buying.
Proponents on both sides make compelling arguments, but the truth is that creative is a more important factor in driving sales and ROI.
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The evolving landscape of marketing
As technology continues to evolve, so too does the marketing landscape. With the rise of digital marketing and social media, the importance of creative has only increased. Consumers are inundated with messages from all directions, and it’s more important than ever to stand out from the crowd.
Digital video ad spend sees 16% increase this year
Digital video ad spending is expected to be more than $62 billion this year, the IAB predicts. That is a 16% increase over last year and more than twice the $26 billion in 2020.
Since that year ad spend share shifted nearly 20 percentage points from linear TV to digital video. In 2024, digital video will get 52% of the video ad dollars, surpassing linear TV for the first time. This is a reflection of viewers’ shift toward digital.
The power of creative
An ad can capture attention, evoke emotions, and drive conversions. In today’s cluttered media landscape, it’s more important than ever to stand out from the crowd as the competition is constantly rising. It’s essential not just to keep up but to go beyond and serve the creative which will be telling a compelling story that resonates with your target audience and stand out of the competition. There are multiple factors that are involved in the creative process and all of them have an impact on the ad performance.
Here you can see how a background sound can impact heavily on the creative style:
Joke aside, let’s check one of the biggest spending videos and their approaches.
Why creative reigns supreme
Memorable campaigns:
- Apple’s “Think Different” campaign: This iconic campaign celebrated creative thinkers and innovators, positioning Apple as a brand that challenged the status quo. It resonated deeply with consumers and helped solidify Apple’s reputation as a cutting-edge company.
- Old Spice’s “The Man Your Man Could Smell Like” campaign: This humorous and unexpected campaign turned a stagnant brand into a cultural phenomenon, generating massive brand awareness and sales.
Emotional connection:
- Dove’s “Real Beauty” campaign: By challenging traditional beauty standards and celebrating diversity, Dove forged an emotional connection with consumers. This campaign sparked conversations and empowered women, leading to increased brand loyalty and sales.
- Nike’s “Just Do It” campaign: This simple yet powerful slogan has inspired countless athletes and everyday people to push their limits. It’s a timeless message that resonates with audiences of all ages and backgrounds.
Shareability and virality:
- Dollar Shave Club’s “Our Blades Are F***ing Great” campaign: This humorous and irreverent ad went viral, attracting millions of views and generating a massive influx of new subscribers.
- Blendtec’s “Will It Blend?” campaign: By blending unexpected objects in a blender, Blendtec created a series of entertaining and informative videos that were shared widely on social media.
Long-term brand impact:
- Coca-Cola’s classic marketing campaigns: Coca-Cola has a long history of creating iconic campaigns that have stood the test of time. From “Open Happiness” to “Share a Coke,” these campaigns have helped Coca-Cola maintain its position as one of the most recognizable brands in the world.
However, even the most brilliant creative needs a good approach from the media buying side in order to show its full potential performance-wise. Media buying involves selecting the right channels and placements to get your message in front of your target audience. With the vast array of media options available today, from social media to traditional TV, it’s crucial to choose the channels that your target audience frequents.
Finding the right balance
So, how do you strike the right balance between creative and media buying? The answer depends on a number of factors, such as your target audience, your budget, and your marketing goals.
• Target audience: If you’re targeting a niche audience, you may need to focus more on creative that resonates with that specific group. On the other hand, if you’re targeting a broad audience, you may need to focus more on media buying to reach a wider range of people.
• Budget: If you have a limited budget, you may need to be more efficient with your media buying. This may mean focusing on a few well-chosen channels rather than trying to spread yourself too thin.
• Marketing goals: Are you looking to generate brand awareness, drive sales, or capture leads? Your marketing goals will help you determine where to allocate your resources.
The synergy of creative and media buying
While creative is undoubtedly the driving force behind successful marketing campaigns, it’s important to recognize the role of media buying. A well-executed media strategy can amplify the impact of great creative by delivering it to the right audience at the right time.
In conclusion
While media buying is a necessary component of any marketing strategy, it’s the power of creative that truly sets brands apart. By prioritizing creative excellence, marketers can build stronger brands, drive sales, and achieve long-term success. In the end, it’s not just about reaching the audience, but about connecting with them on an emotional level.
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Bojan Bovan, Account Manager
With his extensive background in media buying for some of Inceptly's biggest clients, Bojan is known for his inquisitive mind and attention to detail. He keeps his hand on the pulse of new developments in direct-response advertising and enjoys finding ways to apply innovative strategies and techniques to keep our clients ahead of the curve.
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