All media channels have unique characteristics and user behaviours that require different approaches when it comes to developing creative ad campaigns. At the end of the day, there are 3 simple formats (static, animation and video) that you should be designing and delivering your campaign messages across.
Here are some considerations for factoring in when designing up your creative:
User behaviour: Audiences behave differently depending on the platform they are on (E.g FB compared to LI). They tend to be more engaged and interactive compared to non-digital channels, and they have the ability to share and comment on content. Ad creatives that take advantage of these behaviours, such as interactive ads or user-generated content, can be more effective.
Platform capabilities: Different digital platforms have different capabilities and limitations, and ad creatives need to be tailored to these platforms to be effective. For example, video ads may be more effective on social media platforms like Instagram or Facebook, while banner ads may be more effective on a website.
Targeting/Customisation: Digital channels offer advanced targeting capabilities, allowing advertisers to target specific audiences based on their interests, behaviours, or demographics. Ad creatives that are tailored to these audiences can be more effective in driving engagement and conversions.
Measurement: Different platforms offer different measurement capabilities when running campaigns. Having the ability to track the performance of your ad creatives in real-time based on data can allow you to incorporate learnings for your next round of creative optimisation.
There are many more reasons beyond the 4 I’ve picked out above, but hopefully, these are a good starting point.
