Creative Efforts Often Don’t Suit Interactive Media (Part 1)

This post is a blend of my thoughts with those posted by Philip W. Sawyer on 27th January 2010.  Thanks.  You helped my juices flow and you forced me to pull out my soapbox… However, apologies dear reader for the length of this piece.

This is written in response to the post of a few days ago that I found in Ad Age online where the creative authoring the post was claiming that metrics were inhibiting creativity.

Initially what scares me is that in this day and age any creative would admit that they believe metrics restrict their creativity – secondly, that they would then tell the world via the interweb…  Surely, just as research, analytics and metrics may pour doubt on a creative direction, these tools can equally help deliver a green light to a creative execution.

That aside, here’s my first attempt at posing an alternative view.  As I progressively get higher on my soapbox I may post additional rationale for why metrics and analytics don’t kill creativity…

In 2005, CNET undertook a series of landmark online-advertising-effectiveness studies with Starch Communications to identify the best approaches to online advertising. CNET made the research public, offering presentations throughout the country and on its website.

How effective is digital advertising today?  The lead analyst for those studies, is blunt in his response: Many digital advertisers make the same mistakes that the least effective advertisers made five years ago.

However, the analyst for that study claims that the medium isn’t to blame. The problems are due to creative efforts that do not suit the medium and the refusal to employ research tools that can identify creative problems and how to fix them.

I would add that traditional creative agencies acknowledge that some creative teams are best at TV, some better suit Print and some (as rare as hens teeth) are best suited for radio.  So, why is it that so few traditional creatives acknowledge that digital and interactive creative conceptualization and execution also have their quirks that need focus and understanding.  So, perhaps the following points actually reflect this digital uniqueness that is not being acknowledged by ‘Old World’ communications agencies.


~ by rtymerej on March 21, 2010.

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