More Creative Executions Needed To Boost Ad Quality

by Wayne Friedman , April 3, 2017

Advertising executives say more ads per screen -- and diverse ads -- are needed. The finding is part of a study that contends the lack of creative diversity is one of the leading reasons for a poor ad experience.

A survey from FreeWheel Council for Premium Video -- an advocacy group for premium video -- and Advertiser Perceptions, a media researcher, says that 4.7 ads per screen (TV, desktop, mobile, VOD, etc) are needed -- up from the current 3.3 ads per screen for a particular campaign

“Lack of creative diversity for a single campaign,” which tallied a 46% number in the survey, was the primary reason for a poor advertising experience, the survey found. Tangential to this result: 61% of agencies and brands have repurposed TV ads for digital campaigns in the last 12 months.

With regard to new automated/programmatic-buying efforts, 55% see those platforms as a useful tool to deliver better ad experiences, but there are risks involved.

“Fragmentation of video and different formats only accentuate the challenge when something does go wrong,” say the authors of the report. “Troubleshooting across the various players in the programmatic value chain is not an efficient process today.”

The research surveyed 250 brand and agency executives.

The FreeWheel Council is comprised of ABC, A+E Networks, Comcast, Discovery Communications, ESPN, Fox, NBCUniversal, Turner Broadcasting System and Univision Communications. FreeWheel is ad technology/management platform owned by Comcast Corp.

advertising, creative, engagement, programmatic, research, tv

2 comments about " More Creative Executions Needed To Boost Ad Quality ".

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James Smith from J. R. Smith Group, April 4, 2017 at 9:27 a.m.
On target! Goes for TV ads/on-air promos too. If you understand the psychology behind viewer attention and information processessing you already know why in the case of the # of creative executions for a campaign is a key factor...indicators point to more IS better...but more doesn't always mean shooting from totally new scripts each time. Simple voice-over changes, dropping in new footage, changing talent, etc. all are tools that both positively impact attention and recall as well as keeping an eye on cost control.
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John Grono from GAP Research, April 5, 2017 at 2:04 a.m.

I agree James, but with one caveat.

Across these executions there needs to be a symbiosis - something (like a jingle, a character, a theme, a slogan, a colour or device) that ties them together, while still keeping the creative and brand 'fresh'. If not it can end up as a hodge-podge to the consumer.