The digital age has added a new responsibility to the creative’s job. It used to be that we just had to be funny, smart, and on target. Now we have to be measurable, and we must create content with measurement in mind.
While this certainly sounds like an extra layer that can interfere with creating the best work possible, I’m actually for it when it’s employed correctly. That’s right, a creative who’s for measurement.
Why in the heck would a creative embrace testing? Because now we can prove that the best creative is usually the most compelling and effective in the marketplace.
Back in the old days, creative measurement meant testing, and testing meant death by focus group. I’ve witnessed group dynamics ruin many perfectly good ideas.
Today, rather than spend their money on focus-group testing, a client can A/B test creative in the real world. And with the vastness of the digital space, clients can run with more than one idea and see which ones gain the most engagement.
Now, instead of reacting to what people say they will do in a monitored group situation, we actually know what they are doing and can react quickly with real-time information.
I see this as a boon for creative output and clients. Rather than argue about which creative is better, let’s put it to the test. I see this as an opportunity to produce more great work and prove its worth scientifically in the marketplace.
— Jimmy Gilmore, Senior Copywriter