UF Advertising Advisory Council’s Post

10 years later, and magically still relevant! Proof the fundamentals are, fundamental. Enjoy! —- Lean into Change: Four Steps to Sustainable Advertising Innovation (7 min read) We are in arguably the most exciting and dynamic time in the history of the much observed ad industry. It’s true that what we do for a living is not simple nor for the faint of heart, but there has never been as much creativity in our business as today. While advertising creativity of yesteryear may best have been associated with clever jingles and heartwarming TV spots, today’s marketing creativity includes the clever use of data and the sometimes blurred lines between advertising and “content” — but it surely does work. Today, marketers know well (or much better) which 50 percent of their ad spend is driving the most sales, generating the greatest product trial or opening new accounts. And, if you stick to the timeless fundamentals, you can still bring an audience to tears to endear them to a brand, or strategically pull those same people through the marketing purchase funnel toward trial and brand loyalty. Consider these four critical steps to driving sustainable innovation:

Traditional Advertising Isn’t Extinct, but There Is Simply Too Much Noise Out There "In today’s fast-paced and ever-changing landscape, traditional advertising is simply not enough. People are craving real connections and genuine interactions, and it’s time for marketers to step up to the challenge." https://lnkd.in/ezV9i8A7 #Advertising #connection #engagement... RETURN ON RELATIONSHIP

🌟 How creative is creative enough in modern advertising? 🌟 In today's ever-evolving advertising landscape, the question arises: how creative is creative enough? Join me in exploring this topic with a focus on maintaining 'creative relevance' for effective branding. It's crucial to acknowledge that while creativity fuels innovation and captivates audiences, it should never overshadow the primary marketing objectives. We've witnessed instances where ad campaigns, in pursuit of being 'too-creative', veer off course, losing sight of their intended message and audience engagement. For examle, I personally feel a disconnect with Bingo ads, especially the early ones. The product name 'Mad Angles' slightly brought their hysterical ads to perspective. But when Mentos does one of their 'Dimaag ka batti jalaye' or Chlormints 'Dobaara mat poochna' it fits right in! To understand the concept in some depth, you can refer to a Harvard study at: https://lnkd.in/dF-XGTnF If you are an agency creative, here are some strategies to achieve creative relevance: 1. Audience-Centric Approach: Understanding the audience's preferences, behaviors, and pain points ensures that creativity is tailored to resonate with them while fulfilling marketing goals. 2. Clear Communication: Collaborating closely with the marketing team to establish clear objectives and messaging guidelines ensures that creativity is directed towards achieving specific outcomes. 3. Data-Informed Creativity: Leveraging data analytics and market research helps in identifying trends, consumer insights, and competitive landscape, guiding creative decisions that are both innovative and effective. 4. Iterative Testing and Optimization: Continuously testing and refining creative concepts through A/B testing and consumer feedback loops allows for course corrections to maintain alignment with marketing objectives. 5. Storytelling with Purpose: Crafting narratives that not only captivate but also reinforce brand identity and value proposition ensures that creativity serves a strategic purpose. While creativity is a powerful tool in modern advertising, 'creative relevance' remains paramount. By striking a balance between innovation and alignment with marketing objectives, brands can create impactful campaigns that resonate with audiences and drive tangible results. #CreativeMarketing #BrandRelevance #StrategicAdvertising #MarketingStrategy

This is Rosser Reeves, creator of a very persistent but wrong method for evaluating advertising 🙀*   His method is quick, simple and it nearly always shows big ad effects… which is probably why it’s been so persistent.   All you need to do is compare the brand perceptions of people who say they have seen your ad with perceptions of people who do not remember seeing it. You then chalk up the difference – which is almost always big and positive – to advertising!   ❌The trouble is, it’s wrong.   People aren’t brilliant at remembering whether they’ve seen an ad or not. And one of the big things that helps them remember is whether they’re “close” to the brand. Whether they use the brand, or whether they are planning to.   That means people are more likely to notice and remember ads from the brands they use, know and like. So remembering an ad is the *effect* of liking the brand, not the *cause* of liking the brand.   The crazy thing is, this kind of analysis keeps being used – by big reputable brands with massive research budgets - even though it’s been discredited for years!   👀Watch out for it, and be sceptical when presented with data like this.   In our new Data works course, you’ll find 4 questions you should ask when presented with evidence that one thing causes another. It’s just one of many recipes in the course that will help you do brilliant things with data and avoid being misled.   🚩Read more at the link in the comments or email Imogen Howard via hello@magicworks.training with your questions. Course kicks off on 23rd April   *Rosser Reeves also invented the USP and wrote a book called “Reality in Advertising” which was pretty good! 

We often hear that advertising is an “art and science”, which is true, but what’s not as recognized is that it’s also an area of academic study. This paper from the Journal of Marketing (2020) recently resurfaced in my feed, reminding me of the power in advertising creativity.   These four findings stand out as key takeaways: 1. “The effects of advertising creativity are stronger for high- (vs. low-) involvement products”. It makes sense - for certain purchases, the creative can be the nudge moving consumers from pondering to buying. 2. “The results show robust positive effects of advertising creativity on consumer responses.” Creative can bridge the gap between the consumer and the brand, fostering a needed connection. 3. “This suggests that the main advantages of advertising creativity are not grabbing attention and making ads memorable but rather the ability to foster positive ad and brand attitudes”. We all love the ‘wow’ factor and when an ad goes viral, but creative that resonates with the consumer is more impactful in the long run. 4. “Creativity is more than originality, and by incorporating appropriateness consumer response will be more positive”. Being original is great, but brands need to factor creative that has meaning to the consumer and ad format is also part of that equation. Worth a reminder: in today’s fragmenting media landscape, OOH advertising offers a unique opportunity for brands to leverage these four takeaways. #advertisingcreativity #advertisingeffectiveness #oohadvertising

For years now, marketers have prioritized metrics like viewability and clicks. Yet, while brands obviously want ads to end up in places where people will see them, the potential to be viewed doesn't mean that it will convince people to buy. Now, we're seeing a pivot back to the most basic (and meaningful) of measurements: attention. While it might be harder to measure, attention is ultimately what determines if advertising is effective or not. #DigitalAdvertising #Branding

When I think about what makes advertising truly impactful, this concept resonates deeply with me. In my journey through the world of advertising and marketing, I have always believed that our goal goes far beyond just delivering information. For me, the magic happens when our work taps into the emotions and desires of the audience. It's about creating connections that go deeper than surface level. When I see an ad that not only informs but also inspires and influences, I know we're doing something right. I remember one particular campaign we worked on a few years ago. Our aim wasn't just to showcase a product but to evoke a sense of belonging and aspiration within our audience. The result? We saw an incredible response, not just in sales, but in the way people talked about the brand. In my opinion, the best advertisements are those that people remember not just for their cleverness, but for how they made them feel. They change perceptions, build trust, and ultimately, shape beliefs. That’s the power of good advertising. Creating something that penetrates the public mind takes a team that understands and feels the same passion. It's about combining creative vision, strategy, and empathy. I find it incredibly fulfilling to lead such efforts and watch as new ideas come to life and make a real impact. 🌟💡✨ That's why I believe it’s essential to always aim higher—to strive for campaigns that move people and stay with them long after they've seen them. That's the mark of truly great advertising.

🌟 How to Manage This Messy Moment in Digital Advertising 🌟 In a recent article, Christopher Ebmeyer, SVP of Media at 160over90, dives deep into the evolving landscape of digital advertising. His insights underscore the importance of innovation and cultural relevance in media strategies. At 160over90, we live and breathe culture, and our mission is to forge stronger human connections through compelling brand storytelling and impactful campaigns. Chris’s perspective on digital advertising aligns perfectly with our vision of creating shared moments where people feel something real. Let’s continue to push the boundaries of what’s possible in digital advertising, turning followers into fanatics and creating experiences that resonate deeply. 🚀💡 #DigitalAdvertising #CulturalMarketing #Innovation #160over90 #MediaStrategy #Branding

Imagine a world where advertising doesn't annoy but attracts. Every day, consumers face a barrage of advertisements, each vying for their attention. It's a constant battle, one where your message can easily get lost in the noise. But what if I told you there's another way? Enter the era of positive marketing strategies. A small company decided to change the game. Instead of adding to the clutter, they chose to cut through it with authenticity and positivity. They focused on creating content that wasn't just seen but felt. Content that didn't interrupt but invited. The result? Their engagement rates soared. Customers didn't just listen; they leaned in. This approach isn't just about being seen. It's about being remembered. It's about creating a connection that transcends the transactional and taps into the emotional. So, ask yourself, are you adding to the clutter or cutting through it? https://lnkd.in/g4ssEqnU

Want to know why some ads go viral while others barely get noticed? It all comes down to one thing: creativity." I remember working on a campaign for an eCommerce brand that wasn’t hitting the mark. We had solid products, and a decent budget, but the ads fell flat. So, we went back to the drawing board and decided to focus on a storytelling approach. Instead of just showcasing the product, we told the story of how it could solve a real problem in our customers' lives. We featured a young professional balancing work and family life, struggling to find time for herself. The ad highlighted how our product gave her a moment of peace in her busy day something our audience could really relate to. The result? The ad went viral, engagement shot up, and sales spiked. It was a reminder that creativity doesn’t just make ads look good, it makes them connect with people. The power of creativity in advertising is huge. It’s not just about fancy visuals or catchy slogans; it’s about telling stories that resonate. When you can tap into emotions and real-life situations, your audience will not only notice your ad—they’ll remember it. Have you ever used storytelling in your work or business? How did it impact your results? About me: I am an E-commerce growth specialist helping online stores scale through strategic digital advertising.