Some companies have no problem patting themselves on the back when it comes to the creativity of their ad campaigns. As far as giving the industry as a whole the same pat on the back, however, that’s a whole different story.
eMarketer reported on a new poll conducted by CRN International, based upon research from June of this year, that indicates that more than three-quarters of U.S. marketers are pleased with the overall quality of creative with their advertising, ranking it from good to excellent, while only 1.7 percent of those polled ranked it as poor.
That said, there’s still apparently work to be done, as respondents feel that creative across the sector as a whole isn’t as well received. Only six in ten marketers rated the quality of creative from the brands that were associated as good or excellent.
When asked what the biggest obstacles were in regards to reaching that creative level, respondents stated that it came down to the understanding of customers and corporate culture as a whole. Other small issues were also mentioned, including prioritizing certain efforts and a lack of confidence in certain campaigns.
As far as what kind of creative content is king, respondents seemed to be most confident in informative content — that’s what two-thirds of those asked seemed to think. 15.5 percent also added that touching content was the most effective type of content, and one in ten stated that something humorous can get the job done.
In addition, numbers provided by Undertone indicate that nearly eight in ten marketers and 73 percent of agencies noticed the visual appeal of certain ads. Meanwhile, almost seven in ten marketers said the content needs to relate to consumers on either a personal or relevant level. (65 percent of agencies polled agreed.)
And one other part of the picture was provided by Market Measurement for Active International, based on numbers from May of this year. Advertisers are picking up more on creative focus, with 58 percent of U.S. media company execs stating that reinforcing advertising value via content, instead of based upon ratings, was a top priority when it came to advertising. This is compared to the 42 percent who favored developing new price models for digital, mobile and social channel inventory.
