Creative

Contents

• What is creative?
• Purpose of creatives
• Types of creatives
• What makes a creative successful?
• How to create a creative

What is creative?

Creative is the visual component of a digital advertisement. Its main task is to attract the attention of internet users to the ad and encourage them to take a targeted action. For example, in the creative of the online pharmacy "Zdravcity," a person suffering from allergies is depicted, which immediately attracts the right audience. The visual emphasis on a significant discount also encourages users to click on the link.

Creative can work alongside text or independently. If the text is absent, all necessary information is placed directly on the creative. This allows the user to immediately understand the essence of the offer without being distracted by additional elements.

Purpose of creatives

The human brain processes visual data 60,000 times faster than text. This makes creatives more effective for conveying information about the brand and products. Advertising creatives perform several key functions:

• Attracts the user's attention to the ad.
• Supports or explains the textual message if it is present.
• Tells about the brand or product, forming a positive image in the eyes of potential customers.
• Evokes emotions, influencing the purchasing decision or associating the product with certain feelings.
• Stimulates users to take the desired targeted action: visit the website, place an order, or leave their contact information.
• Helps stand out among competitors and increases the effectiveness of the advertising campaign.

Types of creatives

Creatives are classified by various formats:

Images

This is the simplest type of creative, which can include photographs, infographics, or any static formats that help solve your task. For example, "Tinkoff Cash Register" uses creative to explain how entrepreneurs can accept payments via online acquiring.

Videos

Creatives in video format can consist of live-action shots or animated elements. According to studies, 88% of users are inspired to make a purchase after watching a video, making this format persuasive for demonstrating a product.

Slideshows

A slideshow or carousel consists of several images that the user can scroll through. This allows telling a story and demonstrating different ways to use the same product. For example, a jewelry store can showcase different types of chains from its catalog.

What makes a creative successful?

Creative is not just an image or video for advertising. It should help sell the product and demonstrate its advantages. Here are some key rules for creating a successful creative:

• The creative should be clear and concise. Avoid complex fonts and information overload.
• Do not mislead users. Deception can lead to dissatisfaction and low conversion rates.
• Showcase the product's benefits. Use visual elements to demonstrate how the product works.
• Add a call to action. It should be clear and explain what the user will get by clicking on it.
• Use only one advertising message in one creative to avoid confusion.
• Leave "air" in the design. Too much information on one slide can complicate perception.

How to create a creative

Creating a creative involves several stages:

1. Study the target audience and competitors' offers. This will help create an ad that accurately meets customers' needs.
2. Analyze competing creatives. Identify successful elements that can be adapted for your campaign.
3. Gather information about the product. Identify its unique advantages and collect customer feedback to understand their expectations.
4. Choose a platform for placing the creative. This can be a social network, an advertising network, or a themed website.
5. Create the creative. You can use design services if you lack skills in graphic editing software.

It is important to remember that testing plays a key role in the success of creatives. Check how different elements work with different audiences, and optimize your advertising campaigns to achieve better results.