The average person spends approx 2 hours on social media today, according to Socialmediatoday. According to YouGov 2017 research 73% of adults accessed the internet “on the go” using a mobile phone or smartphone, more than double the 2011 rate of 36%. It is reasonable to assume that using a small screen has an impact on how you absorb information. According to Nielsen the average customer spends 60 seconds on a web page and reads less than a 1/4 of the text.
With so much information out there - so many messages, so many ads and so much content - how do you stand out? The answer, according to this article published by Nielsen, is: be creative.
The channels may change. How you distribute your message might change. But the need for good content will never change - and now, perhaps more than ever, you need to embrace creativity in order to be heard.
Great creative, in short, remains the single most important factor in the success of any ad campaign, across both traditional TV and digital platforms. New tools and techniques can enhance, extend and better target reach, and new formats and destinations seem to arise every day to help advertisers find their consumers. But they simply can’t match the power that great creative delivers when it comes to driving truly successful ad campaigns.