How to Succeed with Your Ads in a World of Increasing Online Privacy

Hyper-targeted and retargeted ads are a numbers game. We know that it takes multiple interactions for customers to convert, so these ads take that idea to the extreme. It’s the digital equivalent of a pushy salesperson who doesn’t just follow you around the store but also tags along as you check out other places.

Effective? Sure. A little creepy and invasive? Absolutely. So in a digital world of basic product images that follow you around the internet, good creative really cuts through. You shouldn’t have to overwhelm your customers with ads to get them to buy from you – good creative will help you cut through the first time.

“In this post-iOS 14.5 world, your creative will start to become so much more important. If there's anything you need to invest in (not just with money, but with thought), it's your photos and images,” said Facebook Ads strategist Sarah-Jane Gwira in a recent Instagram post.

2. It’s truly memorable

You know those TV commercials you watched as a kid? The ones that you can still see in your head and recite word for word? I’m going to take a wild guess and say that they weren’t memorable because it was shown on one specific TV, to a particular user, at the right time.

They stood out because they were clever or funny or touched a nerve. Because they were creative and different. Because something about them made you look up from whatever you were doing and pay attention. Great campaigns become almost synonymous with the companies that produced them. Audience targeting certainly plays a factor, but it’s the creative that really seals the deal.

3. It’s future-proof

If your advertising performance is based almost solely on digital ad targeting features, you’re working on borrowed time. Sure, there are actions you can take in the short term to prepare your ad accounts. Still, the truth is that you will likely continue to lose more targeting functionality as these social platforms are either forced to become more transparent about their data collection or make the changes on their own.

Good creative, however, will always be in style. While there will always be new innovations and trends, investing in well-written copy and bold, eye-catching visuals will never let you down.

“As a marketer, you always have to adapt to your environment. The Ads Manager changes almost every month, sometimes multiple times a month, and we adapt. We learn,” says Ads and Automation Specialist Aashima Verma.

She adds: “Increasing online privacy is just going to be a new norm. It’s nothing to be scared of. We can play well within these new guidelines too. In the beginning, it might be a little rough with all of the set-up, but once we’re used to the new environment, it’s just going to be a norm.”

4. It tells a story

The best advertisements, regardless of their medium (video, photo, illustration, animation, you name it), tell some sort of story. They connect with the viewer in a way that is simply not possible without great creative.

Now, great creative doesn’t have to be immaculately polished and perfect. In fact, too-polished creative can actually work against (unless you’re a household name brand like Nike or Doritos where a certain professional look is expected). It does, however, have to be tailored specifically for your audience, and entertain, engage, or inspire them in some way. Give them a reason to give you their time and attention, and do it quickly.

Storytelling also makes things more memorable. Just make sure that your brand comes through with clarity, as we’ve all seen those ads where we could easily recall the scene or even the script, but the company behind it was lost.

Final Thoughts

We marketers pride ourselves on our ability to adapt and experiment. We live by the mantra of ‘always be testing’ – constantly trying out new ideas and checking to see how they perform – and this mindset will only become more valuable in the coming years.

These digital and online privacy changes may seem intimidating right now, but it’s just one of the many shifts that marketers have to contend with on a near-monthly basis. So, don’t panic. I’m sure as a user, you’re thankful that these updates are rolling out.

You already have all of the tools you need to ride out this wave and the many that will come right after. But if you need some extra support with your ad creative, you know who to call. We work with top brands like Facebook, PUMA, Shopify and Amazon to bring their designs to life. We’re currently working through these changes with our very own digital marketing strategy, and we’re excited to lend a creative hand to companies who are ready and excited to harness the power of great creative advertising.