Whether we’re talking about a rare and special viral campaign, a decent looking website or a plain old text advert, great creatives aid great results. They entice consumers to click, to complete a purchase, to share with there friends or e-mail to their colleagues.
It’s an area of a campaign that cannot be overlooked and under invested in. Although creatives are well tested in more expensive above the line mediums such as T.V they are rarely tested with digital campaigns. A little pre-testing with focus groups or via a soft launch, will save money in the long term and help drive better results.