Digital evolution – shifting from support to primary channel
Digital must now carry more of the load for brand-building, so guidelines that have driven channels with that goal in the past need to be reevaluated and redesigned. And we must recognize that digital is no longer a "channel" but an ecosystem of channels, with fragmenting platforms, formats, and styles. All of this means that digital advertisers face new challenges in terms of optimizing ad length, channel customization, and contextual fit.
More than ever before, effectively using the limited timeframes digital audiences are willing to allow is a key consideration. We know that viewers will skip or scroll in all channels, so efficiency is paramount. But short for the sake of short isn't going to be enough. Great digital content must still work to optimize its intended narrative structure. If a story is worth telling, it may need more than a few seconds.
A balancing act – optimizing for efficiency and impact
Attention is a precious commodity in a digital context. All channels see a decline in viewing over time, albeit at different rates. Attention is always going to be highest in the early seconds, whether initial viewing is forced or not. This doesn't mean we must create only short-form content, but it does imply that these early seconds matter the most for the largest part of our audience. Great digital content uses its early seconds effectively. It should rapidly set the desired tone, create a level of interest, or quickly shorthand what the rest of the ad will deliver.
Digital advertisers can no longer assume that a single piece of creative will transfer effectively across channels. With channels all seeking to maximize ad opportunities, the more content can blend into its character and purpose, the more acceptable and persuasive it can be. This could mean a perfect conceptual fit or even an ad that can blur the lines and take on the appearance of native channel content.
Great digital creative, therefore, is customized to fit channel context.
Given the more limited attention digital content will receive, branded memorability requires a focus on what is being advertised. The brand must be prominent and clear. Great digital creative should go beyond a simple "show and tell." There is no excuse for unengaging presentation. It can be playful, highly imaginative, fun, and stunningly visual.
These insights have been informed by Kantar's 2024 North America Creative Effectiveness Awards. Award winners were evaluated based on their ability to drive brand predisposition both in the short and long term, using Kantar's independently validated LINK+ ad testing solution.
To access the full learnings from Kantar's 2024 North America Creative Effectiveness analysis and the 2024 North American winners, click here.