Innovation in Advertising -- The Lost Art Rediscovered. How Agencies Prioritize Innovative Solutions

The Myers Report
Cover image for  article: Innovation in Advertising -- The Lost Art Rediscovered. How Agencies Prioritize Innovative Solutions

In the ever-evolving landscape of advertising-supported media, staying ahead of the curve and capturing the attention of audiences is a perpetual challenge. In today's dynamic marketplace, the role of innovation and creativity in advertising cannot be overstated. To gain a deeper understanding of what defines innovation in advertising-supported media, The Myers Report, in collaboration with MediaVillage Education Foundation, major media agencies, and the American Association of Advertising Agencies (4A's), conducted a survey in July/August 2023. This survey collected insights from 3,400 agency professionals (2,083 Media Specialists), and among them 36% identified "Provides innovative and creative opportunities" as one of the three most important factors influencing their media planning and buying decisions and recommendations. This ranked third among the 12 primary factors that influence planning and buying decisions behind only 'large audience reach' (51%), 'brand safety' (42%) and tied with 'contextual relevance of content environment'.

With the understanding that agency planners reflect the needs, priorities and interests of clients, in this article we delve into the insights garnered from the survey with a focus on agency professionals who emphasize the importance of innovative and creative opportunities in their media strategies. We will explore the top ten factors they define as key innovation opportunities and discuss why these factors hold significant importance in today's advertising landscape. As we have for four decades, The Myers Report also collected data from more than 4,000 agency and client respondents on their perceptions of more than 100 media sales organizations.

The Top Ten Factors of Innovation and Creativity in Advertising-Supported Media

1. Offers Customizable Targeting to Reach My Audience (68% identified this category among their primary definitions of 'Innovative and Creative Opportunity'.)

In today's advertising ecosystem, personalization is key. Advertisers seek the ability to target their audience with precision, and this factor's top ranking reflects that. Customizable targeting allows advertisers to tailor their messages to specific demographics, behaviors, and interests, ensuring that their content resonates with the right people. This level of personalization leads to higher engagement and conversion rates.

2. Offers Creative Partnerships/Sponsorships (52%)

Collaboration often leads to innovative and compelling content. Media sales organizations that provide opportunities for creative partnerships and sponsorships enable advertisers to tap into unique storytelling and engagement strategies. Such collaborations can elevate brand visibility and create memorable experiences for the audience.

3. Offers Innovative Advertising Units (50%)

Innovation in advertising units involves thinking outside the box when it comes to ad formats and placements. Creative and attention-grabbing ad units can break through ad fatigue and capture the audience's attention. Advertisers are increasingly exploring unconventional formats, such as interactive ads and augmented reality experiences, to engage viewers.

4. Offers Innovative Analytics/Measurement Options (50%)

In the age of data-driven marketing, the ability to measure the impact of advertising efforts is crucial. Media agencies value partners who offer innovative analytics and measurement options, as these tools provide actionable insights for optimizing campaigns and maximizing ROI. Accurate data allows for better decision-making and more effective resource allocation. In a future analysis from the survey, The Myers Report will provide a deep drill-down on perceptions and priorities of more than 500 agency media research and analytics professionals.

5. Invests in Innovative Technological Capabilities/Enhancements (37%)

While technology is crucial, it ranks lower in importance among the surveyed agency professionals. This suggests that, while technological capabilities are appreciated, they are not the primary driver of innovation in advertising-supported media. Other factors, such as targeting, creativity, and analytics, take precedence.

6. Offers Addressable Advertising Opportunities (30%)

Addressable advertising allows advertisers to deliver highly targeted ads to individual households or specific audience segments. While not as popular as some other factors on this list, addressable advertising remains an essential tool for reaching niche audiences effectively.

7. Designs Contextual Strategies Relevant to Their Content Portfolio (27%)

Context is key in advertising. Media sales organizations that understand the context of their content portfolio can offer advertisers opportunities to align their brand messages with relevant and engaging content. This ensures that ads feel natural and resonate with the audience, enhancing the overall brand experience.

8. Provides Creative Capabilities Through a Content Studio (19%)

Content studios within media organizations are hubs of creativity. They provide advertisers with access to a pool of creative talent and resources, enabling the development of engaging and high-quality content. For advertisers looking to produce compelling branded content, this factor is highly valuable.

9. Offers Commerce Opportunities (16%)

The convergence of advertising and e-commerce is a growing trend. Media sales organizations that offer commerce opportunities enable advertisers to seamlessly integrate shopping experiences into their campaigns. This approach can drive direct sales and enhance the overall customer journey.

10. Offers Reduced Commercial Load and Shorter Commercial Pods (5%)

As viewers increasingly seek ad-free or reduced ad experiences, media agencies value partners who offer reduced commercial loads and shorter commercial pods. This approach can prevent ad fatigue and improve ad retention rates, ultimately benefiting both advertisers and viewers.

Why the Top Factors Matter

The high ranking of the top four factors -- customizable targeting, creative partnerships/sponsorships, innovative advertising units and innovative analytics/measurement options -- reflects the core pillars of effective advertising in today's competitive landscape.

Customizable targeting enables advertisers to deliver their messages to the right audience, increasing the likelihood of conversion. Creative partnerships and sponsorships delivered in unique ways offer fresh and engaging content opportunities that capture viewer attention. Innovative analytics and measurement options provide the insights needed to refine strategies and optimize campaigns for better results.

In contrast, lower-ranking factors like offering reduced commercial loads and commerce opportunities may be seen as supplementary rather than foundational. Reduced commercial loads is table-stakes in a marketplace with so many commercial-free options, and commerce opportunities are relevant primarily for specific industries. However, the smaller percentage of respondents rating commerce, content studios, and commercial loads as important are significant to those media organizations that offer these capabilities and the ability to narrowly target their sales efforts to individuals whose primary role is to identify and develop creative applications is a key opportunity for growth and success.

The Myers Report's survey sheds light on what defines innovation in advertising-supported media. Agency professionals emphasize the importance of factors such as customizable targeting, creative partnerships, and innovative analytics. These elements drive effective advertising campaigns by ensuring messages are delivered to the right audience, creating engaging content, and providing data-driven insights for optimization.

As the advertising landscape continues to evolve, staying attuned to these top factors is crucial for media sales teams, agencies and advertisers alike. By understanding the factors that matter most, businesses can adapt their strategies to thrive in an ever-changing and competitive environment.

If you're interested in delving deeper into the survey results and exploring how they can benefit your business development goals, consider reaching out to The Myers Report. We have the expertise and data to help you navigate the evolving world of advertising-supported media successfully. Innovation in advertising is not a one-size-fits-all approach, and staying informed is the first step toward creating impactful and memorable campaigns. For an overview of available targeted business development opportunities, contact Jack Myers at

Copyright ©2024 MediaVillage, Inc. All rights reserved. By using this site you agree to the Terms of Use and Privacy Policy.