It wasn’t so long ago that the Mad Men days of choice advertising pieces ruled supreme. But, in today’s digital world, the creative process is transforming into something very different. To show you just how that is happening, ’s latest infographic lays out the ways in which the creative landscape has been revisioned by digital. Keep reading to find out how digital is shaping how creatives develop, build, and distribute content.
1. Endless options for platforms and formats
It’s becoming clear that different audiences engage with different pieces of content on different platforms. Digital has increased the number of platforms on which audiences can connect with brands, and it has forced creatives to create a variety of content formats to meet that demand. Creatives are producing short-form videos, images, slideshows, and everything in between, such as:
- Interactive experiences
- External websites
- Paid social media
- Paid search
- Email newsletters
- Owned websites
- Long-form texts
- Long-form videos
- Organic social media
- Organic search
- Display advertising
- Social posts
2. Personalization + Programmatic Ad Buying = Higher Demand for Creative
An increase in the number of platforms and formats available would probably mean creative content is in high demand. According to creatives, that is exactly what is happening: 65% of creatives are developing more content than 5 years ago, and 60% are passing more time developing that new content. Creatives are also giving greater priority to personalizing creative to reflect the appropriate customer journey.
Moreover, programmatic ad buying is making it easier and cheaper for brands to target specific audiences, so getting personalized content to audiences has never been easier. If you haven't yet, you should consider jumping on the programmatic train: 81% of agencies are already doing it!
3. New Tools and Access to Data
Creatives are lucking out when it comes to news tools to help them create better content faster. In fact, just 5 years ago, 69% of creatives used different tools. These new tools, which usually come in the form of hardware or software, make it possible for collaboration among different departments and teams. That’s good news for the 73% of creatives that believe that collaboration is important.
New ways to collect and process data translates to creative teams becoming more multidisciplinary, especially compared to 5 years ago. For example, creatives are spending more time in meetings and on admin tasks (28%), getting approvals (38%), and collaborating and managing assets (40%). Creatives are taking on more responsibilities beyond creating content.
4. Automation Wows Creatives and AI Isn't Far Behind
It’s no surprise that creatives are taking notice of AI; the technology has already been a transformative force in other industries. In the next five years:
- 69% of creatives will most likely increase their use of AI; and
- 45% think AI will assume some of their job responsibilities.
Luckily, automation has already proved to be useful for a number of tasks, and large percentages of creatives are using it for things, like templates (46%), photo/design (40%), file naming (34%), style guide implementation (31%), smart grids (20%), and localization (18%).
5. Talent Is More Important Than Ever
The democratization of the internet has steadily increased the amount of content available on the internet. Every minute people share 2 million snaps, watch 4 million YouTube videos, post 50,000 Instagram photos, and publish 80,000 Tumblr posts.
However, don’t think that has made creative talent any less necessary. Recently, Instagram users ages 13-24 were polled about the types of posts they most wanted to see. First and foremost, they wanted posts that were thoughtfully composed, artfully presented, beautiful and engaging with rich narratives. A far cry from what any normal user can usually put together.
So, as digital continues to transform the creative landscape, it seems to be giving creatives more opportunities to excel and collaborate. Meaning the creative star is far from dimming, creatives are just getting started on the good stuff.
About the author
Michael Del Gigante is the president and creative director at MDG Advertising.
In 1999, Michael Del Gigante founded MDG Advertising, a full-service advertising agency with offices in Boca Raton, Florida and New York City. MDG has earned a leading reputation for developing effective branding strategies, unrivaled creative, and dynamic interactive marketing solutions for some of the world’s most prominent brands. With his extensive industry experience and insight, Michael has turned MDG, which began as a traditional advertising agency, into an integrated marketing firm based on his innovative 360-degree marketing philosophy. This unique approach incorporates the in-house expertise of industry-leading specialists in every discipline to provide a full spectrum of digital and traditional marketing services. Michael’s progressive vision, coupled with his strategic and creative leadership, has propelled MDG and its clients on a steady trajectory of success.