A few years ago, we never could have imagined the changes that were coming to the creative landscape. Digital has completely transformed the way we create, build, and distribute creative, which is no small feat. In order to understand the ways in which the creative world is harnessing the power of digital, it’s important to visualize the ways the game has changed since the Mad Men advertising days of the past. The most recent infographic from MDG Advertising, a full-service agency, demonstrates five ways the creative game has changed since digital.
1. More Formats And More Platforms
Since digital has given rise to the creation of many more platforms on which brands can connect with audiences, creatives are now responding by developing varied content for those platforms. In the past couple of years, creatives have been producing more of the following formats:
- Interactive Experiences
- External websites
- Paid social media
- Paid search
- Email newsletters
- Owned websites
- Long-form texts
- Long-form videos
- Organic social media
- Organic search
- Display advertising
- Social posts
- Short-form videos
2. Personalization + Programmatic Ad Buying
When 65% of creatives are developing more content than 5 years ago, and 60% are spending more time creating content, it quickly becomes apparent that audiences and brands are demanding more creative. But not just any content will do, 70% of creatives say it’s vital to create content that reflects the customer journey.
Personalization and programmatic ad buying have made it easy to get the right creative in front of the right audience. In fact, it’s never been more cost effective to get in front of your audience, and with 81% of agencies already trying programmatic buying, you probably don’t want to miss out on this digital trend.
3. Data And Tools
With content no longer static, creatives are using new tools and data to create better, more iterative content. 69% of creatives are using different tools, mostly in the form of hardware and software, then five years ago, and 73% of creatives think it’s important to collaborate. This shift underlines the way creative teams are meeting the demand for content and the different responsibilities they are now adopting.
For instance, creative teams are spending more time on collaborating and managing assets (40%), getting approvals and iterating designs (38%), and administrative tasks and meetings (28%).
4. AI And Automation
Considering how AI has impacted other industries, it’s hardly surprising that in the next five years, creatives envision it will do the same.
- 69% of creatives think they will increase their use of AI
- 45% think AI will take over a small percentage of their job responsibilities.
However, it’s not just AI that’s been a boost for the creative industry, automation is already being used by high percentages of teams to create things, such as templates (46%), photo/design (40%), file naming (34%), style guide implementation (31%), smart grids (20%), and localization (18%).
5. Talent Is More Important Than Ever
Every minute online people share 2 million snaps, watch 4 million YouTube videos, post 50,000 Instagram photos, and publish 80,000 Tumblr posts. All of this is possible because of the democratization of creative which has allowed anyone with internet access to post content.
The good thing about this is that creatives are now in even higher demand. Why? Because audiences are still looking for thoughtfully composed, artfully presented beautiful and engaging posts with rich narratives. At least according to a recent survey of Instagram users ages 13-24.
With all of the positive changes brought to creative by digital so far, creatives and brands should look forward to the coming years as even more tools become available, and more people start to take notice of the impact of engaging with audiences on different platforms with high-quality content.
Author Bio: Michael Del Gigante is the president and creative director at MDG Advertising. In 1999, Michael Del Gigante founded MDG Advertising, a full-service advertising agency with offices in Boca Raton, Florida and New York City. MDG has earned a leading reputation for developing effective branding strategies, unrivaled creative, and dynamic interactive marketing solutions for some of the world’s most prominent brands. With his extensive industry experience and insight, Michael has turned MDG, which began as a traditional advertising agency, into an integrated marketing firm based on his innovative 360-degree marketing philosophy. This unique approach incorporates the in-house expertise of industry-leading specialists in every discipline to provide a full spectrum of digital and traditional marketing services. Michael’s progressive vision, coupled with his strategic and creative leadership, has propelled MDG and its clients on a steady trajectory of success.
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