Performance creative has a key role to play in enhancing return on investment (ROI) and is key for achieving successful digital marketing strategies and delivering business growth.
Essentially the meeting point between creative and KPI-driven campaigns, performance creative ensures digital assets are fit for purpose to support campaign delivery. By underpinning audience data with the channel-specific insights, marketers have the opportunity to have better products and services that can help drive ROI. In short, performance creative can enhance your campaigns and drive results for a brand.
This is a solution that will no doubt appeal to a growing number of clients who want to see further enhancements in their marketing strategies and combining creativity and technology will help them do that. To ensure clients stand out from the digital noise and speak to their target audiences in the most effective way, performance creative is key and has led to brands investing time, money and effort into boosting their digital creatives through a performance creative lens.
The benefits of performance creative and generating impact
Performance creative acts as a bridge between campaigns that are driven by KPIs/ROI and those that lead with innovation and creativity. Traditionally, brands focused on one or the other, but today many are merging the two to create successful campaigns.
Performance creative concentrates on perfecting the end result, which is typically the call-to-action that an ad supplies for audiences. However, if an ad is praised for its creativity but doesn’t actually lead users to take the desired action, it can’t be considered a success under the performance creative model.
Therefore, when it comes to effective marketing focused on ROI, it is the strategy advertisers turn to as it incentivises measurable results and makes metrics easy to track. Five benefits of performance creative include:
- The ability to track performance
- Paying for results
- Connecting with new/harder to reach audiences
- Being able to optimise campaigns as they progress
- Budgeting and setting spending limits
- The importance of understanding key messages
This way, they can work to identify the most important factors that can catch a customer’s attention and make them want to stop and learn more via messages that are visible within a few seconds of seeing the ad.
A brand’s message should highlight the personal benefits an audience will achieve from its products or services. When possible, striking an emotional response can lead to better results as consumers prioritise their personal emotions over information, features, and facts.
