The science behind standout creative

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

The efficiency of highly creative campaigns has halved since 2010. This week, we're exploring why this matters for your brand and how to ensure you don’t leave millions on the table. 

—Elena  

 

US brands need to spend $189 billion more annually to make dull ads as effective as creative ones. 

That's according to research from the IPA. Sadly, 15. 8% of TV spend is spent on extremely dull ads, which deliver the worst performance. 

 

The path to creative that works.           

Most great ads share DNA. Here's what research tells us about creating work that drives real business results: 

1. Start with strategy. Your creative is only as good as the thinking behind it. Study your customer composition—are you over-focusing on heavy buyers while missing opportunities with light buyers? Do you have a strong understanding of market dynamics?
2. Get full credit. Ever watch a commercial and wonder who it's for until the final frame? Many brands create engaging stories but fail to earn recognition. TV ads especially need clear branding throughout. Waiting until the end risks losing viewer attention.
3. Win the audio battle. With most viewers on their phones during commercial breaks, sound becomes your secret weapon. Distinctive audio can pull attention back to your message. (Just think how "ba-da-ba-ba-ba" immediately signals McDonald's).
4. Tap into universal truths. The most powerful insights often aren't complicated. They're clear, simple, and universally relatable. Take Apple's recent AirPods ad about a father with hearing loss connecting with his daughter—it resonates because it taps into genuine human emotion.
5. Remove the guesswork. Even expert opinions benefit from validation. Whether through focus groups, surveys, or synthetic audiences, verify your creative's impact before major media investments. 

Listen in on our discussion.

 

“The Extraordinary Cost of Dull”       

This report from System1 and the IPA quantifies the price of unmemorable advertising. The research makes a clear business case for investing in solid, thoughtful creative development. 

Read the report.

 

 

Start by capturing attention.       

“Nobody reads ads. People read what interests them, and sometimes it’s an ad." 

— Howard Gossage, copywriter