Smartly, a leader in AI-powered advertising technology, has unveiled its first-ever digital creative report, “The State of Digital Creative: What Do Consumers Really Want From Ads?” This comprehensive global research provides invaluable insights into consumer preferences and engagement with digital ads, equipping marketers with the knowledge to enhance their creative strategies throughout the marketing funnel.
- Upper Funnel: Awareness and Interest
- Importance of Production Quality: Production quality is 2.3 times more important than the product featured in creating awareness.
- Video Length Preferences: 52% of Gen Alpha prefer video ads between 2-5 minutes, favoring shorter formats.
- Mid Funnel: Consideration and Evaluation
- Effectiveness of Product Over Price: In the mid funnel, the product is 2.4 times more effective than price and promotions.
- Key Creative Considerations: Price and promotions do not rank in the top five creative considerations for mid to upper funnel marketing.
- Lower Funnel: Decision and Purchase
- Product Information vs. Production Quality: For purchase decisions, product information is 1.6 times more important than production quality.
- Affordability vs. Product Information: While affordability is a factor, detailed product information significantly influences purchase decisions.
- Generational Differences in Ad Preferences
- Millennials and Younger Generations: Millennials, Gen Z, and Gen Alpha have higher standards for digital creative, valuing well-produced, entertaining, and informative ads.
- Preference for Captions: Millennials and younger generations show a 14% higher interest in ads with captions compared to Baby Boomers.
- Gen Z’s Blurred Lines Between Entertainment and Ads: 81% of Gen Z prioritize ad presentation quality, and 91% prefer authentic, on-brand creative when making purchase decisions.
Smartly’s inaugural digital creative report sheds light on the diverse preferences of consumers across different generational cohorts. Understanding these preferences allows marketers to craft more engaging and effective ad campaigns tailored to each stage of the marketing funnel, ultimately driving better results and fostering stronger brand connections.