The sad fact is that all ads die.
Just like plants, animals and radioactive elements, ads decay over time and eventually cease to function. This is a big part of the reason marketing efforts have historically been thought of in terms of finite campaigns. But that’s all changing. As consumers grow less tolerant of seeing the same ad too many times and the array of ad lengths, formats and personalization requirements of targeted advertising continues to expand, there is an increased burden placed on marketers of all sizes.
The good news is that at least marketers have real-time visibility into their progress along that decay curve. No matter what KPI your business is considering, you can track every single campaign in real time using readily available tools.
So data isn’t the problem. Acting on it is. If it takes two to four weeks to turn around new creative assets, they are generally delivered too late. Being “of the moment” is more important than ever today and if you’re late, your performance window will close. Similarly, if it costs tens of thousands of dollars to rapidly turn around a testable array of fresh creative options, the cost/benefit of doing so is murky at best.
So how do you become an agile marketer in today’s always-on ad world?
Companies can react to data and change campaign trajectories in ways never before possible. Within hours or a few days, with minimal effort or overhead requirement, marketers can create, transfer and re-publish an array of entirely new creative assets, saving hundreds of thousands of dollars, if not millions, and in doing so, breathe everlasting life into their campaigns.