The art and science behind great creative
W
ith everything from the daily grind to after-hours entertainment and even religious life markers such as weddings and funerals having shifted location from the real world to our ever-present screens, it’s little wonder the ‘screen queens’ – that’s TV, mobile and digital out-of-home (DOOH) – are marketers’ primary platforms of choice in 2021. In fact, our CrossMedia database reveals that South Africans watch almost double the global average when it comes to linear TV, with streaming content hot on its heels. Our CrossMedia database also tells us that globally, the key levers for paid media driving greater brand salience in cut-through campaigns comprise two crucial elements: sufficient investment to drive exposure within the core target audience; and stand-out creative to drive brand engagement and communicate core messages. So the best way to ensure media ROI is to start with great creative.
Creativity is facing an effectiveness crisis. But if your brand is willing to learn from the best-performing creatively awarded campaigns, you can solve this before the next ad break, write MONIQUE CLAASSEN, NATALIE BOTHA and DAREN POOLE.
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themediaonline.co.za
30.06.21 11:59
