#013 What are the Main Types of Paid Media…

This is one of the biggest fights between the marketing team and the digital team – which type of creative we should use in our campaigns – one prefers more videos, more emotion, long content, state of the art creative, of course, the marketing team; and on the other hand, we have the digital team, who look more for performance, sharp and straight to the point assets, quantity to test multiple variables instead of less and expensive creative, more static, and short content instead of long videos.

Basically, there are two main groups of creatives that you can create for digital paid media – static images and videos or animations.

Static images are mostly used for mid to bottom of the funnel, aiming to get immediate actions from the users, like purchases, sign-ups, registrations – so you don’t want to distract the audience with animations or videos with stories and graphs that might diverge them from the main objective that is the action you want them to take.

Videos and animations are more to the top of the funnel, in the awareness and consideration phases. Videos are more emotional, more descriptive, they aim to entertain the audience or to be informative during the time you are watching.

Using the right creative in your campaign, depending on your objective, can increase a lot the performance of your campaign, so pay attention to that and discuss together as one team – marketing, digital, and agency. 🙂
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