Your creative decision making process isn’t working. Here’s why.

February 24, 2021

92% of online ads aren’t even noticed.
That’s a pretty big problem.

And one that isn’t getting easier. In 2020 social ads became even more expensive as businesses increasingly took a digital-first approach to sales and marketing.

And in the second quarter of 2020, there were 9 million active advertisers using social network platforms for digital advertising. An increase of 2 million from 2019.

Many marketers are blindly throwing money at digital advertising in the hope of increasing their ROI. But this isn’t the solution.

Instead, marketers need to become smarter with their spending. They need to focus on the areas of advertising which are practically guaranteed to really make an impact on their performance and ROI.

Creative is key

That’s where creative comes to the rescue.

Did you know that creative is statistically the most important stage of the marketing ad process?

In fact, according to Nielsen, 56% of the ROI is attributed to creative, as well as 70% of the ad performance, according to Google.

Impressive, right?

Even so, creative performance is largely ignored by brands, marketers, and technology. Meaning that more often than not, time and attention is not given to the decisions made in the creative process.

The methods of choosing creative for digital ads are heavily flawed. And as a result, brands and businesses aren’t reaping the benefits of creatively-led digital advertising

So, what are marketers doing wrong?

Outdated processes

If you can, cast your mind back to the 1950s. Alternatively, watch an episode of Mad Men.

We’re talking men in suits, in a boardroom, smoking, drinking, and making decisions by committee. A committee that likely has not walked in the shoes of their own audience.

Flash forward to 2021, and things haven’t changed too much. Sure, we can’t smoke and drink in the boardroom (as far as we’re aware). But decisions are still made by committee. Or the loudest voice. Or the most senior member.

Hardly reflective of an audience. Is it?

Down to one person

Alternatively, we are seeing the pressure being put on individuals to make these significant decisions on behalf of their entire audience.

As budgets are cut and staff are furloughed, many Marketing Directors are expected to know their audience insight out. To decide what creative will appeal to them. And ultimately, make the final calls on the ad elements that will determine the success or failure of a campaign.

No pressure.

And of course, this guesswork cannot be performed at scale and be consistently accurate. Marketers know this. And that is why they test.

But the downside to testing is that businesses are spending thousands on testing ad creative that doesn’t produce results. And wasting money with little to no ROI.

Full of bias

One thing that both of these approaches have in common is that they are full of bias.

We’re not suggesting that these decision makers are even aware of their bias. However it is still rife in these problematic processes.

And there are so many forms of bias that can influence a decision.

Confirmation bias, where people seek, interpret and remember information in a way that confirms their existing ideas.

Anchoring bias, where people place more significance on the first piece of information they receive

Sunk cost bias, where people don’t want the time and effort they have invested in something to be wasted.

The list goes on. And on.

It’s clear that decision making can quickly become a subjective matter. Which is why brands and businesses need to make the process more objective. Focusing on more facts and evidence to identify what actually works. And inform their decisions.

AI is the saviour of decision making

Combining both AI and creative is key to understanding what works in digital advertising. And therefore making the most accurate, informed, and successful creative decisions.

By utilising AI, marketers can combine the best of human and machine learning. The creative elements of a human combined with the facts and data crunching of AI.

AI has had a bad rep for a while. But we no longer need to view AI as something that works against humans – putting people out of jobs or advancing into Terminator-levels of sophistication.

Instead, AI supports human decision making.

By collaborating with technology, marketers can bring out the best of both to generate the best possible results for their business.

How to combine AI and creative

Making those first steps into working alongside AI can be daunting. But that’s where Datasine can help.

Our system eliminates guesswork when it comes to digital ads. Enabling you to know what creative will perform best, before you spend money or testing, or set your campaigns live.

So, why not get in touch with us to learn more about how AI can help your business. Our friendly team of experts are always on hand for a chat.