While creative is often placed on the back burner, building creative assets before a campaign is launched is critical, as it is ultimately the first step in the conversion process. With global digital advertising spend predicted to reach $US223.74 billion this year, advertisers need to take a keen analytical eye to what works (and what doesn’t) when it comes to designing these creatives to produce ads with better user experience, higher click-through rates and ROI.
The key components of an effective creative include: size, imagery, color scheme, proper hierarchy of info, and a compelling call-to-action. There are a few important questions advertisers should consider when designing creatives and strategizing these components:
How can I align aesthetic elements and calls-to-action with campaign objectives?
How can I best tailor my message and creative elements to my unique target audience?
Will this creative drive an emotional connection with said target audience?
The answers to these questions will likely be a determiner of the impact and user experience your creative will be able to drive. Read more in this article on by Choozle Director of Marketing and Communications, Megan Sullivan-Jenks.