What Consumers Want From Digital Creative

For all the talk of outcomes and performance marketing, the role played by digital ad creative cannot be underestimated. But what parts of the digital ad experience do consumers care about? What earns their attention? And what are the different creative levers that can be used to effectively drive full-funnel performance?

Based on a survey of more than 9000 global consumers, Smartly’s “The State of Digital Creative: What Do Consumers Really Want From Ads?” provides valuable insights to help creative teams build and optimize big, bold and engaging digital campaigns. The report identifies the creative standards that consumers hold for all digital advertising.

Key takeaways include:

• Presentation makes the best first impression: The creative execution of a digital ad is over 4X more effective than relevance at capturing audience interest.
• The time and place for product: Presentation is 2.3X more important than product in the upper funnel, but audiences expect to see product images in the lower funnel.
• Gen Z prioritizes creative: With the line blurred between advertising and entertainment, 81% of younger consumers care about how well an ad is presented.

It’s time for brands and agencies to adopt an intelligent creative strategy. Download the research.

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