Why should your ads work better?

There are some staggering statistics: one says 90% of ads don’t work, while another claims 80%.
Regardless, it’s a tragic reality.

But why should we care and push for better advertising?

With countless channels, platforms, and AI tools commoditizing the process of generating content, visuals, and advertising assets, we are simply overstimulated by the sheer volume of it all. Grabbing attention is key for companies. All of that leads to better business results.

In summary, it’s much harder to stand out now than ever before.

​But there are also three other levels to consider:

1. A lack of meaningful creativity – We’re surrounded by messages that focus on one objective: selling us things we don’t need. In doing so, they often neglect aesthetics. This is part of the reason why over a billion people use ad blockers. Do you remember ads you actually enjoyed? Exactly—there are only a few, and they stand out. We should all strive to use creativity and advertising to our advantage by creating something that not only sells but also pleases the audience.

2. Energy wasted on mediocrity – Sir John Hegarty once argued about the huge amount of energy spent on advertising that doesn’t work. With the addition of AI, we can now generate images at the click of a button without considering their visual value or the idea behind them. It’s similar to what digital cameras did to analog photography—we take thousands of photos on our phones, but how many are truly memorable? Advertising faces the same dilemma: we can create ads at scale, but quantity doesn’t equal quality.

​3. Overexposure to bad ads – We are overstimulated, and as mentioned earlier, bombarded by low-quality ads with copy that says nothing. These ads lack cleverness, depth, and a thought process. The result? As a society, constantly bombarded with such messages, we risk becoming desensitized and even less discerning.

1. Failure to reach full potential – Smaller companies, for instance, might never achieve their full potential because their creative advantage is lost in ads that don’t work. This lack of effective advertising can stall growth and even lead to failure. Creativity in advertising is a competitive advantage, and failing to harness it means losing out on opportunities.

2. Wasted resources – Producing ads costs money: media buying, production, and people’s time aren’t free. When ads fail to deliver on their objectives, these resources are wasted. What’s worse, this failure often leads to additional costs as ads need to be redone, reshot, or replaced.

​3. Erosion of trust in creativity – Why should management trust something that hasn’t worked before? It’s no wonder trust in the advertising industry and the creative process is at an all-time low. To rebuild trust, advertising must operate on fundamental principles and processes that consistently deliver results.

1. Lack of fulfillment – Working on ads that don’t work is deeply unfulfilling. It fails to satisfy creative spirits and doesn’t produce meaningful results. No wonder fewer people want to work in advertising and marketing today.

2. Erosion of self-confidence – When someone repeatedly creates ads that fail, it’s easy to start doubting one’s own abilities. However, the problem often lies not in the individual but in an industry focused on quantity over quality.

3. Burnout – Working on projects that you don’t enjoy, that don’t work, and that are stressful to execute is a perfect recipe for burnout. When the pressure rises to deliver results that aren’t forthcoming, burnout is inevitable.

​4. Loss of confidence in decision-making – Over time, the inability to create impactful ads can make you second-guess your creative decisions. This lack of confidence shows up in discussions with peers, managers, and clients, making it even harder to stand behind your work.

Better creative ideas deliver better business outcomes. Here’s why:

1. A unique, well-executed idea increases the visibility of an ad.
2. Emotionally resonant ads deliver better results.
3. Storytelling is the most effective way to communicate a brand message.

The importance of creativity is perfectly demonstrated by the successes of brands like Liquid Death, Oatly, Surreal, and Specsavers. These brands leveraged creative thinking to transform their advertising into a driver of business success.

Looking at everything above, I’m glad you’re here. Hopefully, together, we can improve the quality of the ads being created. Let’s work on projects that are fulfilling, satisfying, and, most importantly, impactful.

​Stay tuned for Day 2, where we’ll explore the exact factors driving the current crisis in creativity.
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