In a recent post on
, I made the point that display campaigns are about the placement + the creative message. In a data driven display world where planning is fast becoming a science, the art form of creative can get lost.
As a colleague said to me recently, a big part of marketing is gut feel. Don't be gutless, use data when its valuable but don;t be ruled by it.
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There are few better examples of creative in action than with the Apple ads, my favorite below.
and then opt to play the banner with sound.