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Digital communication has led the advertising industry to rethink how it gets the message on products and services to its audiences. A print ad or television commercial no longer deliver the intended result. That’s because the audience is not using these channels as often as they once had thanks to new options that satisfy them more and provide a way to get involved with the content. Tоuсhсараbilitуkеерѕthеuѕеrmоrеengaged, which is why they show such a keen interest in thiѕ domain.

For advertisers, that may seem like a challenge, but it’s also an incredible opportunity to garner more results from every campaign they create on these online social and mobile platforms. It’s now the age of digital advertising that has extended to everything from projection displays and digital signage to small screen coverage.

On the Rise
While still in its infancy, digital advertising is growing rapidly – from banner advertising and branded content to sponsored content and native advertising. Small Biz Trends shared these 2017 statistics that show the preference for digital advertising display types:

• Consumers interact with native ads 20 percent to 60 percent more than they do with standard banner ads.
• Native ads with rich media like images or videos drive up to 60 percent more conversions than those without.
• 53 percent of users say they are more likely to look at a native than a banner ad.
• Native mobile ads deliver 6X higher conversions for brands versus traditional banner ads.
• In a study where participants were shown sponsored content examples, they spent spent almost two-and-a-half minutes with a sponsored story. Of those that participated, 81 percent noted they enjoyed the content and 63 percent said they would share the content with others.

Available Tools to Get Results
For brands that want to maximize their results from digital advertising and leverage this type of interest, there are a number of reasons why a company should consider using a creative management platform for their online advertising initiatives:

• There are continually changing preferences among consumers that find certain ad types like banner ads distracting. At the same time, consumers are not completely turned off by advertising; they simply want advertising that doesn’t feel like they are being sold to. That’s the first advantage of a creative management platform in that helps you address these challenges by shaping advertising that is more informational and free of the sales feeling.
• Working with a creative management platform helps you address the ongoing fragmentation in the advertising industry due to the push toward multi-format, multi-channel, multi-device, and multi-size. With the ability to handle all these options in one place, your creative management platform partner can determine the best combination of formats, channels, devices, and sizes to deliver to your multi-audience. This means that you can create a campaign that works on social media whether it is accessed via the Web or a mobile device with the ad format and delivery mechanism changing across channels to suit what works when and where.
• Creative management platforms also have a comprehensive inventory and ability to create variations of those ads in a way that delivers a better response rate for specific segments of your audience that would take significant time for you to even figure out. Imagine being able to immediately change creative based on buyer personas, regions and languages, and distinct purchase paths. It’s a creative management platform that makes it a reality.
• A creative management platform also delivers a significant amount of data from ad campaigns that can prove useful in making further changes to a campaign for increased relevancy based on new insights about the audience and its various responses to previous campaigns. This enables you to move farther away from showing th same generic creative offered by everyone else, setting you above the rest of your competition and making your brand more memorable.
• Despite working with a creative management platform, you don’t hand over control to someone else like you would when hiring an agency. Instead, you remain at the helm, determining everything from audience segment to when the ad is displayed. All the creative management platform does is suggest and guide you toward those more informed decisions.

A New Approach
If you think creative management platforms are only for the big brands, think again. Even the smallest business or startup can put the power of this tool to work to level the playing field. With various programs and trial offers, it’s worth taking one of these platforms for a spin to see how it might improve the results of your digital advertising program.