3 studies prove creativity will increase your ad effectiveness and budget.
You have to have the best analytics possible to plan and forecast your marketing.
But what about the human element? You also have to understand consumer behavior and emotion on top of all that math. Take a second to think about the ads that attract your attention, that you remember, that you talk about. They have something in common: They are the creative ones.
Studies have shown a direct correlation between creativity and ad effectiveness, which translates into additional media dollars for your tight budget. Let’s take a look at three of these studies and see just how effective creative ads can be.
The Institute of Practitioners in Advertising (IPA) conducted a 16-year study that examined 435 advertising case studies, including campaigns by Honda, Volkswagen, Budweiser, Dove, Cadbury, Stella Artois and Audi. They found that creatively-awarded campaigns are 12 times more effective than non-awarded ones.
Paul Gareau, Vice President of Millward Brown Canada, studied 55 Cannes Lion winners across 36 brands, and 55 EFFIE Award winners across 16 brands. His research showed that ads recognized for their effectiveness also scored high on uniqueness and creativity.
This report from the Harvard Business Review explains a study that examined 437 ads representing 90 brands. By now, you can probably guess what they discovered: Creative campaigns are more effective than other types of ads.
There are really no surprises here. It’s common sense. Yet, all too often, ads are treated as commodity and devoid of creativity. Sure, the consumer has to see or hear your offer. Sure, they have to remember your brand. But that doesn’t mean you have to sacrifice creativity. And these studies prove that it’s better if you don’t.
Bottom line: Think of creativity as additional media dollars. Your ads will make an impression sooner, so you’ll increase frequency; and that impression will last longer, so you’ll increase reach.
Now look at your current advertising. Is it unique or a commodity?