The Readout – July 2023
nestcommerce.co
15
H2 STRATEGY
Creative strategy is key to scale your brand cost-effectively Having the right creative strategy is crucial for efficient media buying. With a decline in data availability and growing reliance on Meta’s algorithm rather than manual targeting, creative has become the most significant lever brands have for optimisation and performance. Increasingly, this is true for Google, too. Most brands now recognise this. However, this has led to creative production becoming increasingly commodified with solutions of highly variable quality. Ensuring you have the right partner here is important. After all, you will be relying on this creative to optimise the results of your ad spend. Proximity to media buying is especially important, as your brand needs creative that is produced with the platform in mind for performance. Similarly, it’s important that your partner knows how to structure creative tests and implement those learnings. Furthermore, understanding the role of different types of creative in different parts of the funnel is key. Whether your ad is for direct response or brand awareness, your creative needs to be tailored to your objective to deliver the best results.
