The performance creative process is all about blending art and science to produce creative work in the form of ad images, digital banners, videos ads and the like, designed specifically to deliver on a clearly defined marketing goal. Performance creative is further optimised by reviewing and analysing ad performance data.
Compare this to a traditional creative approach which, if you’re lucky, relies on innovative ideas, research, brand guidelines and gut feel. The reality is that it’s often a designer that develops a creative based on what they feel is right or by recycling ideas the team ‘think’ worked well last year. With the traditional creative approach, success or failure remains a mystery as marketers rely on subjective ways to measure success.
Performance creative takes advantage of the fact that in digital, we can quickly understand how users have interacted with and responded to different creative assets and objectively make changes to get a better result. When it comes to digital, think display ads, search ads, social media ads, landing pages, videos, content, websites, emails, social posts and more.