The future of digital advertising relies on story telling to get the message across. We live in an age where the term “turning heads” has now translated into “stop thumbs”. That is why it is imperative that digital advertisers start telling in order to keep selling.
In a recent infographic published by Adweek, the importance of a creative advertisement is vital for boosting sales and increasing revenue.
Knowing the artist behind the painting increases value:
The graph states that there is an 11% increase in value if the publisher includes a story about the piece.
Stories about the creator give off a more personal interaction with the product, which can lead to a 5% increase in sales and a 6% markup in value.
The format of creative doesn’t need to involve personal development, either. The advertisement can simply reach out to individuals on a deeper spectrum.
One of the most effective ads of 2016 came in the form of a non-profit organization, Donate Life.
The ad features “The Worlds Biggest Asshole” starring Thomas Jane. In it, a man who abides by his own obscure sense of morality goes through his day to day being an “asshole” to everyone in front of him.
Peeing in a bottle and throwing it out the window of his bumper sticker-ridden pick-up truck, stealing women’s underwear, and throwing change at a stripper are all in a day’s work for the biggest asshole, but there’s a catch.
He’s an organ donor.
He passes away and his organs are donated to people who have an actual purpose. His liver goes to a family man, his heart – a teacher, and his tendons to a member of the armed forces.
The creative pushed boundaries that any other organization would frown upon. Using risky and shunned upon antics instead of the traditional, lighthearted approach.
The ad worked effectively:
Registrations increased from 149 to 1,022 a day.
Sign-ups among millennials shot up 127 percent.
You can be a better person in death than you were in life. Your advertisement can be more effective with an excellent creative.
Check out the ad: