From print to digital and traditional networks to billions of devices connecting the internet, advertising is constantly evolving. Here’s an insight into how data and design will combine to create a new advertising paradigm.
The Importance of Data in Advertising
Advertisers have traditionally relied on intuition and experience to create their ads. The process was about finding an audience, creating a message, and sending it out. But today, we are all awash in information — advertisers have to compete with all that noise. So how can they get their message across?
The answer is data-driven advertising. In fact, 40% of organizations plan to increase their data-driven marketing budgets. The key here is not just to target the right people with the right message but to understand why those people are doing what they’re doing — and then use that insight to deliver a message that resonates.
This isn’t just about tailoring ads to suit your audience; it’s also about tailoring ads so they speak directly to each person in your audience. In this way, we can all be better served.
This new approach is already starting to take off thanks in part to companies like Amazon and Netflix using A/B testing (a common practice in website design) on their ad campaigns instead of just relying on intuition or traditional wisdom about what works best in a given situation (which can be pretty unreliable) with the help of data.
That means that instead of simply targeting a group of people with a certain demographic, businesses can now target users based on their actual behavior. They can also use that insight to create more effective and relevant ads for each user.
The Role of Design in Advertising
The role of design in advertising is becoming increasingly important because non-verbal communication accounts for 93% of human communication.
This can be seen by the fact that many companies invest in their own design teams, where previously, they may have outsourced all their design work. This trend is expected to continue in the years to come, but new changes will also come into play. About 61% of marketers believe that the use of visuals is a key part of the success of an ad campaign.
The way we interact with machines has changed over time. Now we are at a point where it’s starting to change again rapidly due to technological advancements such as augmented reality (AR) and artificial intelligence (AI).
This means that there will be more opportunities for designers who want to focus on these areas because there is still plenty of room for improvement in making interfaces easier for humans and reducing the reliance on complex manuals.
The Future of Data and Design in Advertising
Data and design will come together as the advertising industry evolves to create a new paradigm. The integration of data and design is already underway. In fact, it’s been happening since at least 2013 — and it’s only going to get more intense in the coming years.
The data and the designer-driven ad is an immersive experience that takes advantage of all the channels available to brands today. From websites and social media platforms to mobile apps and voice assistants, these ads are designed to keep users engaged and involved for as long as possible so they can generate more revenue for advertisers.
The Point and Purpose of Data Design
Data-driven creative teams are the future of advertising, although their presence is not as common as it should be. Why? Most of it stems from a lack of understanding of data design and how it can help improve the outcome.
Here’s the deal: Data design isn’t just about creating ads that are “good for Facebook” or “good for Instagram.” It’s about creating an experience that makes the audience feel something real and meaningful — and finding the best way to communicate that feeling in a single image or sentence. In other words, it’s about ensuring that every part of the ad is designed to add value and arouse feelings, whether joy, surprise, admiration, empathy, craving, etc. — whatever fits best with the brand’s identity.
Creative Teams Aren’t to Blame for This Data Phobia, but They Can Help Break It Down
Data and design may be seen as direct competitors. One is supposedly a creative force, while the other is analytical. But in reality, they’re both critical to creating a successful campaign. Creative teams are the ones who have to make sense of what the data is saying and find a way to translate it into creative insights that will resonate with consumers. Designers must understand how to use data effectively to make informed decisions about their designs and strategies.
Data Is Often Seen as the Enemy of Creativity
It’s not hard to understand why data can be cold, impersonal, and boring — the opposite of what we think when we hear the word “creative.” In reality, data-driven design is about letting go of preconceptions and seeing things in a new way — or at least a unique way. This is what we at Aroscop help businesses with. We reach out to hard-to-find niche audiences, unearth market barriers, and drive decisions at scale.
Conclusion
The two disciplines have begun to coalesce into a unified practice. The most alluring aspect of this trend is how easily it connects with a brand’s marketing strategy and helps deliver the most personalized messages to the target audience.
Interested in leveraging the capabilities of data design-driven advertising? Let us help you along the way. Get in touch for a demo.
