Creative Challenges (and How to Solve Them): This is the first of a 2-part blog series on creative challenges and solutions.
Creative Challenge #1: Maintain consistency across a global organization
This is the first of a 2-part blog series on creative challenges and solutions.
Any marketer will tell you that it's important to present consistent branding to the market. After all, consumers trust brands they can recognize; consistency makes your brand recognizable and appear dependable. But when you are part of a global organization working with different agencies all over the world, it's likely that your consumers will see different ads made with different tools and the look of those ads will differ greatly, presenting a confusing identity to the market.
And what about performance? Some ads may perform well above benchmark averages while others fall below. The top performing ads should obviously be reused across markets but when brands work with multiple agencies, it's difficult to not only share information about performance across the different agencies, but to even see those performance metrics compared against each other.
A creative management platform solves both of these issues. Because it's a single tool, all creatives across producing teams are built and stored in the platform and all share the same process of creative production and trafficking. Which means the brand can implement controls over the look and feel of the ads, ensuring consistency upon production. CMP’s also allow brands to create templates that are built following particular guidelines and best practices, which can dramatically reduce the amount of time it takes to make new creatives while ensuring consistency and performance.
And as far as performance, KPI's can easily be established once all ad creatives are in the same place. For example, the Celtra CMP is integrated with measurement and verification vendors such as Moat. That means that once enabled and configured for the account, all creatives automatically use correct tags and parameters, which prevents trafficking mistakes and significantly reduces the effort of ad-ops teams. And most importantly, the brand has all of the metrics (such as viewability) systematically collected and linked to all creatives. Brands can compare performance metrics across regions and media partners, further informing media plans.
A Creative Management Platform enables brands everywhere to remain consistent and efficient when creating and distributing their advertising assets. To learn more about the benefits of a CMP, contact us here.
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