Ad targeting, delivery and measurement all have improved over the years, while content and creative have taken a back seat. A 2017 Nielsen analysis, for instance, found that 47% of a brand’s sales lift from advertising came from the creative. When digital video became an option, many advertisers just ported over their TV ads to YouTube or Facebook. To cite one example, Play-Doh’s Instagram feed is a colorful and creative parade of imagery, sometimes rendered in stop-motion photography. The necessity of producing bespoke creative for Stories should prompt brands to once again emphasize creative rather than keep treating it as an afterthought.

Source: Forbes November 07, 2018 13:30 UTC