With 10+ tracks and a host of industry leaders speaking, this year’s Ad-World certainly provided plenty of food for thought and actionable insights. We’ve collected some of our favourite takeaways from the talks to share with you in this article.
Seth Godin cautioned against just being a mediocre creative, encouraging us to work out what we serve, to create meaning, and to remember “there are no shortcuts – you have to do the work!”.
By analyzing 50,000+ ads, Travis Chambers shared that product demos make up 50% of the top 1% performing e-commerce ads. We also learned that the ideal length for an unboxing video ad is around 29 seconds, while a case study ad should be a little longer at 44 seconds.
Alex Chahin enlightened us on “Masstige” pricing – just about affordable prestige for the masses! As well as why adding effort, essence, and USP narratives to product descriptions leads to increased perceived value and WTP.
Meanwhile, Jay Baer talked about the power of using humanity/human voice throughout your content creation process and focusing on your “why story.”
Nick Shackelford reinforced our views on changing focus from audiences to angles, concepts, and positioning as we move to a cookieless future for online advertising.
Lauren Schwartz broke down three major mistakes that brands are making in video advertising. Mistake 1 – not showing the product in the first 3 seconds. Mistake 2 – Captions not being added to the video. Mistake 3 – What is your product? Not making it clear and concise.
Ashley Vinson showed that, on average, users spend around 1.7 seconds on a video on their social feed. She also shared that 56% of a digital campaign’s success is down to the quality of the creative – this means that your media and placements can be perfect but, if the creative is lacking, then your campaign success is reduced. She went on to break down creative approaches for the (near)future
- Consumer-centric creative
- Creative commerce
- Production efficiencies
- Test and learn
- Data application
- Better not Beta
- Great creative
Troy Osinof discussed Facebook advertising and how to approach a funneled strategy correctly. One thing to take away from this is how important having targeted and relevant landing pages are to your conversion rates.
In a highly engaging talk, Sir Martin Sorrell explained that the era of the 60s TV ads is over – it takes too long. We need quick turnaround, targeted creative.
David Yovanno discussed the balance of trust between Publishers and their audience and how brands which utilise partnerships with publishers lead to growth. Audiences have grown tired of being tricked and lied to, so make it open and transparent. Customers are more likely to check you out if their trusted source backs you.
If you would like to chat with us about digital campaign creative, conversion rate optimisation, or landing page design and optimisation drop us a line at firstname.lastname@example.org.