When it comes to design, $51.8 billion buys surprisingly little love.
What I mean is that despite display being a $51.8 billion market annually, the creative part of display advertising takes a far back seat to media planning and buying.
At the core of it, this lack of love stems from the high costs of creative production, particularly because marketers and media folks aren’t able to produce enough creatives to match the scope of what could be done.
In my experience, there’s no shortage of copy or concepts to run epic display ad campaigns. Marketers would like to use a test and learn mentality with display, but due to the costs and time involved in creative production, only a single or a few campaign concepts can actually get created. It’s online advertising in 2014 and we’re stuck in a plan and execute mode. [Read more…]