Defining Creativity in Media: What Matters Most to Advertisers and Agencies

In July 2024 The Myers Report conducted a survey in collaboration with the Association of National Advertisers ANA American Association of Advertising Agencies 4Aamp8217s and leading media agencies This survey aimed to explore the role of creativity and innovation in the advertising and media planning decisions of professionals with significant influence on media investment The 538 respondents were prequalified from a broader study having identified creativity and innovation as critical considerations in their planning and buying decisions They represent advertisers brand marketers and various types of agenciesKey FindingsTop Priorities Across GroupsThe highestranked aspect for creativity and innovation was amp8220Customizable targeting to reach my primary audienceamp8221 valued by 51 of all respondentsamp8220Innovative advertising unitsamp8221 40 and amp8220Innovative analyticsmeasurement optionsamp8221 32 were also highly prioritizedNotable Differences by RoleFull ServiceCreativePromotionPR professionals tend to prioritize traditional creative approaches with a lower inclination 29 toward amp8220Innovative advertising unitsamp8221 compared to other groupsNational Media Planning professionals demonstrate a stronger preference for customizable targeting 50 and content sponsorships 28 indicating a strategic focus on targeted engagement and partnershipsLocalRegional Media Planning shows unique interest in amp8220Addressable advertisingadvanced TV opportunitiesamp8221 39 a priority less emphasized by other roles possibly reflecting the value placed on hyperlocalized targeting capabilitiesDataInsights or Analytics Specialists place high importance on amp8220Social mediaSEOpromotionalmarketing investmentamp8221 50 and amp8220Contextual adjacencies to content portfolioamp8221 33 suggesting that datadriven approaches and relevance to content are key priorities in their creative explorationBroad Agreement and DivergenceWhile there is a general consensus across advertiser and agency groups on the importance of innovation and creativity aspects specific preferences illustrate differences For example brand marketers place more emphasis on amp8220Branded contentproduct placementamp8221 38 than agencies 28 possibly due to brand alignment strategiesConversely agency respondents are more inclined to value amp8220Innovative technological capabilitiesenhancementsamp8221 32 than brand marketers 22Indepth Analysis by CategoryCustomizable TargetingLeading category with significant agreement across advertisers 46 and agency professionals 51 underscoring the industryamp8217s shift toward precision targeting and personalized consumer engagementInnovative Advertising UnitsDespite high interest overall only 25 of National Media Planning participants valued this compared to the broader agency average 40 indicating potential skepticism within specific media planning segments regarding the value of newer advertising formatsSocial MediaSEOPromotional MarketingAnalytics specialists exhibited the highest interest 50 aligning with their datadriven approach whereas only 17 of FullService Agency professionals ranked it as a priority reflecting a possible divergence in traditional vs digitalfirst strategiesAddressable and Advanced TV OpportunitiesLocalRegional Media Planning professionals showed a strong preference 39 which may reflect regional advertisersamp8217 focus on maximizing reach within localized marketsBranded Content and Product PlacementHigher interest among brand marketers 38 than agency counterparts 28 potentially due to direct brand strategy considerations in creating memorable brand associationsBlockchain and Crypto Payment IntegrationNotably low priority across all groups with only 1 of respondents selecting it as a focus area indicating that blockchain has yet to become a prominent creative tool within mainstream media and advertisingConclusionsThis study highlights a shared interest among both brand marketers and agency professionals in customizing audience targeting and leveraging innovative advertising units and measurement options However differences in the prioritization of specific aspects such as social media investments and content sponsorships underscore the diverse strategic priorities within various agency rolesAgencies focusing on local media planning show a clear preference for advanced targeting technologies while analytics specialists emphasize datadriven approaches to creativity highlighting the ongoing shift toward integrating analytics and innovation in media planningRecommendationsIncrease Collaborative Innovations Encouraging collaboration between Full Service and Media Planning professionals could bridge the gaps in innovation preferences especially in areas such as content sponsorship and branded content aligning creative strategy with precise targetingFocus on Customization With customizable targeting ranking as the top priority agencies should continue investing in technology that enables precise audience segmentation enhancing client ROIDataDriven Creativity Given the high value placed on analytics and social media by data specialists further integration of data analysis in creative strategy can lead to more targeted and effective campaignsLocalized Targeting Solutions For localregional media agencies emphasis on addressable TV opportunities and advanced targeting solutions should continue supporting regional advertisers in maximizing their impactThis report reflects the findings of The Myers Report underscoring the critical role of creativity and innovation in media planning and buying decisions The insights offer actionable guidance for media publishers seeking to enhance their strategic approach to creative opportunities For more information visit wwwMyersReportscom and contact Jack Myers at Jackmediavillageorg

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