To the general consumer, the thought of advertising may elicit thoughts of uniquely designed print ads and Super Bowl commercials; thoughts of creative minds with the ability to persuade consumer decisions. For some people, advertising seems to be a strictly artistic discipline when all one sees is the final creative product. In truth, the art and science of advertising need to be blended together in order to maximize marketing campaign results.
“The solution to capturing consumers of tomorrow, or today as many would argue, comes down to a sophisticated blend of art and science.”
– Paul Robson, President International at Adobe
On one end of the spectrum we have science, the known and the unknown, for the analytical and curious minds looking to uncover unique insights and trends. At the other end lies art, a subjective and ever-changing expression of unique thoughts and imagination in which there is truly never a right or wrong. There are a variety of perspectives on what the core of advertising is, when realistically both science and art’s synergy are central to achieving sustainable, successful strategy and activation.
Why you need both art and science to build a brand
With art being highly visible and science working behind the scenes, both pillars are needed to build the foundation for a brand. Our President, Sean Cotton, recently said that data is best used as a guide to craft engaging campaigns inspired by the numbers, keeping creative at the forefront while ensuring it is impactful with analytics. Sometimes this synergy is rather simple, when you are working with a full-service agency that puts all the pieces together in-house. But, it is often more effective to work with separate creative and performance media agencies that collaborate toward a common goal. As long as both sides of the advertising equation are communicating and prioritizing business outcomes, the brand will be set up for success.
How to optimize creative with data insights
At Coegi, we are the science fueling the art. We dig deeper into the what’s, why’s, and how’s of digital media through robust data analysis and industry research. The basis for our campaigns is research and analysis of our brands’ audiences. Then, we rely on machine learning and human intuition to optimize. However, when it comes to strategy, it all really starts with the measurement framework. This ensures we can understand if the research and thinking we put into action is actually impacting the brand’s bottom line. As a result, this process is not completely devoid of art. In fact, around 75% of an ad’s impact can be attributed to quality creative.
However, great creative pieces need data-driven insights to be delivered to the right audience at the right time. Our teams have to get creative with how and where we reach audiences to make the greatest impact. By doing so, we can better deliver solutions that make the art work harder, thus building up ROI. In essence, our strategy is our art.
At the end of the day, effective collaboration is at the core of the art and science of performance advertising. Communication and transparency between departments and our partners offers balance, allowing for seamless work processes and better results for clients. When this is done well, the lines between art and science begin to blur – proving that advertising isn’t black and white. It’s the molding of colors as the science and art of an agency work together to create a balanced composition paving the way for brand growth.
“The purpose of marketing is to influence the behaviors of others to bring them closer to your brand, organization, product, or service. The best way to achieve it is to strike a balance between the hard data and evidence that support the best path to take, and the human appeal and creative approach necessary to solidify its impact.”
– Eminent SEO CEO, Jenny Stradling