Cannes 2017: Performance Powered Creativity

Drive Creativity Strategy with Performance Insights

Performance marketers sit on a massive volume of consumer insights that can power creative messaging.  These marketers also have access to highly valuable consumer intent signals (e.g. what people search for) which can be used to inform creative in other channels, like TV and print.

Shift from Text to Full Senses

Performance formats are moving from pure text to full sensory experiences -- sight, sound and motion -- opening new opportunities for creativity in performance media.  Brands must optimize content for visibility in visual and voice-search results.  Mary Meeker's latest report pointed out that dynamic ad creation increases conversion rates.  We've seen similar results at Performics, including a 250% conversion rate boost for a telecom client.

Leverage the Power of Owned and Earned

Brands must hold content accountable to performance and better attribute direct, bottom-line ROI.  One effective way that performance marketers are expressing creativity with content is through earned, influencer assets.  Harness influencers to drive not only engagement, but bottom-line performance.

By being more creative with performance programs -- and more performance-oriented with creative programs -- brands can better engage consumers, generate leads and drive sales.

Click the social buttons above or below to share this story with your friends and colleagues.

The opinions and points of view expressed in this content are exclusively the views of the author and/or subject(s) and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated writers.