Targeting could potentially shift towards creativity in the current scenario.
In the past several days, I've observed a growing industry consensus that 'creativity is the new targeting' for digital advertising. Initially dismissive, I began to explore this viewpoint and discovered its broad acceptance within the advertising realm.
The underlying premise is that online platforms have evolved to show users content relevant to their interests, eliminating the need for advertisers to specify target audiences. Instead, advertisers should craft appeasing content, trusting algorithms to locate their intended consumers. However, this concept didn't originate from Meta, but rather, it was TikTok's interest graph that showcased the potential of an algorithm displaying content based on user preferences.
Not every platform is advanced enough to find an audience without targeting. Those who mentioned TikTok, Meta, YouTube, and Google (outside of social media), as well as Amazon, stressed that less sophisticated platforms require targeted advertising. LinkedIn, however, functions somewhat differently because of the valuable personal data users provide, making granular targeting beneficial for B2B marketing.
It's worth noting not all brands should rely solely on creative content for targeting. Brands with limited advertising budgets may fail to reach a broad enough audience to experience the full benefits. But when this approach succeeds, the results can be substantial.
Aengus Boyle, a senior director at VaynerMedia London, elaborated, "The more closely the creative resonates with a specific group, the more its delivery is skewed towards that group. In some cases, we've seen creative content with no targeting deliver almost entirely to a certain age demographic."
Even when algorithms don't deliver content as intended, unexpected audiences can lead to valuable insights, according to Boyle.
While brands may eventually rely less on audience targeting, platforms are data black holes, making it essential to understand the reasons for a campaign's success. Optimization after the campaign's launch and obtaining audience information are critical components to replicating success.
Collaboration between media and creative agencies is more crucial now than ever, as agency teams work together to gather micro insights, test, and learn. As Willifer, the chief strategy officer at Carat UK, explained, "The more distinct media and creative roles blur, the more vital they become in the creative process."
There are concerns about how much 'creativity is the new targeting' relies on generalizing impressions as fungible. Professor Felipe Thomaz of Oxford's Said Business School suggests that not all reach has equal value, and he's working with Wavemaker to find out why. Thomaz and Wavemaker's upcoming research may reveal if an impression on one platform impacts a consumer differently than another, shaking up industry views on targeting.
AI-powered personalization, authentic content, short-form video dominance, and multichannel adaptation are the key drivers shaping digital marketing's creative targeting. Brands now prioritize engaging, inventive content over traditional targeting, leveraging AI-driven, authentic, and platform-specific content to capture attention and drive results.
- In the digital advertising industry, the belief that 'creativity is the new targeting' is gaining acceptance, with algorithms used to deliver content based on user preferences.
- Aengus Boyle, a senior director at VaynerMedia London, stated that creative content can heavily influence which group receives the content, sometimes even delivering content almost entirely to a certain age demographic.
- Platforms, such as TikTok, Meta (Facebook), YouTube, and Google, have shown potential for this approach, but less sophisticated platforms still require targeted advertising.
- While brands might rely less on audience targeting in the future, it remains crucial to understand the reasons for a campaign's success, as platforms are data black holes.
- AI-powered personalization, authentic content, short-form video dominance, and multichannel adaptation are essential drivers shaping digital marketing's creative targeting, with brands now prioritizing engaging, inventive content over traditional targeting.
