Mastering Ad Creatives: Stop the Scroll and Earn the ClickMastering Ad Creatives: Stop the Scroll and Earn the Click
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Joseph Maina
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Ad creatives that not only stop the scroll...
"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night." -David Ogilvy
in today's social media interfaces of the infinite scroll and hyper entertaining content, the bare minimum thing an ad can do is at least get some attention.
it has always been like this but this rule seems to be forgotten when it in fact needs to be at every marketer & entrepreneurs fingertips.
in the spec ad creative below, my attempt to stop the scroll was made by the headline, "Finally" which is in teal to stand out, teal is also the brand's main color.
"Finally" makes the reader think this must be some latest innovation - new.
Remember the big four marketing emotions are; new, easy, safe and gig
But stopping the scroll is one thing, the ad also has to earn the click,
In the creative below, we try to earn the click with the rest if the headline, the tiny red offer call out and the images.
But the truth is, this ad creative can not do it all alone.
That's why split testing and creating ads for MOF and BOF is equally if not more important.
This one was made to target problem aware and solution aware audiences.
What do you think? anything you would add/remove?
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