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The problem is it's all of those things. For a text ad, the creative is the words. For a display ad, it's the imagery + text. For a YouTube ad, it's the vide
by mdorazio 7y ago
The problem is it's all of those things. For a text ad, the creative is the words. For a display ad, it's the imagery + text. For a YouTube ad, it's the video. Content is the other stuff on the page where your ad is being shown, so "creative" has become the standard term to encompass the stuff in your ad that you make.
- smachiz 7y agoSorry - isn't 'creative' as a noun just replacing 'ad' in this example? It's a gussied up way of suggesting this is more highbrow than 'ad' which tends to have a pejorative connotation.
- vegannet 7y agoAn advert is the creative and context — i.e: a photo on an influencers Instagram story is a different advert to the same photo on a billboard.
- dmoy 7y agoAd is a superset of creative The heirarchy of terms gets really confusing here
- corobo 7y agoad would also encompass the behind the scenes stuff - analytics and the likes. It may even refer to the campaign as a whole due to AB testing. "How did the ad we put up last month do" sort of conversations
- mandelbrotwurst 7y agoIt's "marketing/advertising content" - clearly distinct from the content anywhere it may be embedded. "Creative" is more succinct, but I don't think it's clarifying anything.
- canadianwriter 7y agoExcept "marketing content" is a whole other discipline, around things such as blog posts and the like. Not to mention "creative" has been used by advertising agencies for decades now...