Tech-Talk: Ad Creative at Every Stage of the Funnel

Tech-Talk: Ad Creative at Every Stage of the Funnel

Hi everyone! Thank you for joining us for another eMarketer Tech Talk where we host amazing guests from all areas of media, adtech, and mtech. I'm Jeremy Goldman, Senior Director of C Briefings at eMarketer, and today we will be hearing findings from Smartly's new survey of 9,500+ consumers across six countries to discover what kind of creative content really connects with people. I'm joined now by my special guest from Smartly, Sarah Haraki, Head of Creative EMEA and APAC.

Introduction

Sarah Haraki delivers a great presentation on Smartly's survey findings, followed by a Q&A session. The research investigates what consumers really want from ads and dives into different funnel stages, creative qualities, and consumer preferences.

Methodology

The survey covered six countries, various age groups, and aimed to understand how cultural differences and generational factors influence preferences. Over 9,500 respondents helped unveil key insights into what makes ads effective at each funnel stage: awareness, consideration, and conversion.

Overall Findings

• Common Preferences: Regardless of age or location, consumers want authentic and unique ads.
• Importance of Creative: High-quality creative content is the most crucial aspect for engaging audiences, driving brand love, and boosting performance.

Funnel Stages Insights

• Upper Funnel (Awareness): Presentation & storytelling are key. Use cinematic visuals, relatable storylines, and memorable elements to keep viewers engaged.
• Mid Funnel (Consideration): Product information becomes important. Showcase the product’s unique features and benefits, incorporating educational content like how-tos and testimonials.
• Lower Funnel (Conversion): Value expression is crucial. Highlight offers, discounts, and product benefits to compel immediate purchase actions effectively.

Key Takeaways

1. Tell a Great Story in the Upper Funnel: Balance high production values with relevance. Use bold visuals and sound, aspirational storytelling, and bring influencers or recognizable talent into play.
2. Make a Clear Case in the Mid Funnel: Infotainment approaches work well. Focus on detailed product features, benefits, and use cases.
3. Close the Deal in the Lower Funnel: Demonstrate value, including price and other benefits. Leverage strong call-to-actions and promotional offers.
4. Show Up in Favorite Spaces: Ensure you’re active on the platforms where your audience spends their time. Customize your content to suit platform specifics.

Case Studies

• Ryu: Combined user-generated content with high-production assets to create authentic, engaging upper-funnel videos.
• GetYourGuide: Mixed UGC and professional photography for mid-funnel content, highlighting travel experiences and promotions effectively.
• FanDuel: Used live data and strong offers in lower-funnel ads to drive urgency and value perception.

Questions from the Audience

• Using AI in Creative: AI helps speed up production tasks, freeing creative talent to focus on high-impact work. Authenticity is maintained by keeping human oversight on AI-generated assets.
• Platform Preferences: Preferences for production values vary; Tik Tok favors native-looking content while others may accommodate more polished presentations.

Keywords

• Smartly Survey
• Ad Creative
• Consumer Preferences
• Funnel Stages
• Authenticity
• Presentation
• Storytelling
• Product Information
• Value Expression
• AI in Creative
• Influencer Marketing

FAQ

1. How do consumers across different demographics perceive ad uniqueness and authenticity? Consumers across all demographics place high importance on the uniqueness and authenticity of advertisements.

2. What strategies work best for upper funnel advertising to retain audience interest? High production values, strong storytelling, and bold visuals are essential for upper funnel ads.

3. How should brands approach the mid funnel stage? Focus on showcasing the product's features and benefits with informative content like how-tos, testimonials, and use cases.

4. What is the key to successful lower funnel advertising? Highlighting good value through offers, discounts, and clear product benefits effectively drives conversions in the lower funnel.

5. How can AI be responsibly integrated into ad creative processes? Use AI to automate repetitive tasks, allowing creative teams to focus on high-impact and strategic work while maintaining human oversight to ensure authenticity.

6. How should a new brand begin building its presence and testing ads? Start with platform best practices, create a varied range of content, and test to see what resonates best, optimizing based on performance insights.

7. What factors contribute to creative fatigue on platforms like Instagram and TikTok, and how can it be managed? High-frequency exposure leads to creative fatigue. Managing it involves refreshing content regularly and monitoring performance to maintain audience engagement.