MAGNA and Yahoo study finds creative is king for marketers

While media placement helps marketers find consumers where they are, creative quality was responsible for 56% of purchase intent, according to a study by MAGNA Media Trials and Yahoo.

The study -Creative, the Performance Powerhouse - suggests that marketers can greatly benefit from making small improvements to their creative in order to optimise ad performance, while also driving brand quality and trust. 

The study said marketers should be optimising their media across devices, such as taking advantage of the mobile mindset by ensuring compelling brand propositions and calls-to-action (CTAs). On desktop/laptop, brands should consider prioritising imagery to attract attention on the larger screen size and consider including people in ads to more effectively connect with consumers. 

Other findings include creative quality leads to +23% aided ad-recall, which drops to +2% for ads with poor creative quality; those in-market for the product are much more likely to notice (+20% lift) and enjoy (+13% lift) ads with improved visuals, such as a human presence, product images, or prominent logo placement; and ads with explicit brand propositions stay on screen +8 seconds longer and prompt consumers to look for deals (+32% lift) and consider the brand (+27% lift). 

Kara Manatt, EVP and MD of intelligence Solutions at MAGNA - the intelligence and investment arm of IPG Mediabrands - said when it began this study, MAGNA wanted to emphasise that marketers shouldn’t let creative fall to the wayside in their marketing strategies because it plays an integral role in helping brands stand out and shaping opinions. 

“Media placement and utilising creative to reach the right audiences are equally important in successful advertising campaigns, but no amount of great media can perform well if creative is mediocre," said Manatt.

Elizabeth Herbst-Brady, chief revenue officer, Yahoo said creative is a fundamental element for the success of any marketing campaign.

“When paired with premium placement, optimised targeting, and strategic timing, the message is amplified and consumers are more compelled to not only recall the ad, but also to take action," said Herbst-Brady.

The study surveyed 4,100 respondents across 61 metrics, and tested brands spanning three industry verticals including auto, food delivery service and CPG.