This month at MAD//Fest, WeTransfer's two sessions asked the industry to continue to infuse joy into advertising. They believe that making advertising a joyful experience which can capture attention and create real connections. 

Advertising can be a premium and joyful experience, evoking positive emotions. At MAD//Fest, our ‘’Joy of Advertising Wall’’ showcased this concept beautifully. Nearly 100 attendees contributed by writing about their happy moments and illustrating positive emotions.

One of our sessions explored the power of emotion in advertising. Matt Butts, our Measurements and Insights expert, along with Ella Britton, Strategy Director at Total Media & Behave, highlighted the power of creativity in driving attention.

Effectively driving attention is not just about making standard media adjustments, but also  infusing the right blend of creativity to enhance ad effectiveness. This data-driven session examined the specific elements of creativity in WeTransfer ads that capture attention, drive outcomes, and shift brand perceptions.

Key insights from our experts:

●      Emotion drives effectiveness: Ads that evoke positive emotions more than double purchase intent compared to those with negative or neutral emotions.

●      Motion moves the needle: Motion-centric creatives, such as videos and animations, are most effective at increasing intent on WeTransfer.

Creativity do’s and don’ts:

  • Do learn from other industries, invest in creative development, and experiment with new formats and messages.
  • Don’t lose sight of brand messaging or skip audience research.

Don’t miss out on our white paper on ‘’How Creativity Drives Effectiveness in Advertising’’. Sign up now to be the first to receive our white paper when it launches in September.

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Another insightful talk featured our Head of UK Ad Sales, Natalie Fisher-Brown, and Jean-Guillaume from Dentsu, who discussed the future of media planning. Their vision revolves around creativity, innovation, attention, and responsible planning.

Key takeaways from the Session:

●      Establish accountability: Focus on meaningful measurements and lead in carbon-footprint measurement with high-impact formats.

●      Leverage industry talent for good: Use behavioral science and innovative technology to drive positive change.

●      Collaboration is key: Success in a crowded marketplace depends on deep collaboration between advertisers, planners, and media partners.

For a deeper understanding of the advertising industry’s environmental impact and how we can improve as an industry, read our ‘Make Better Ads’ White Paper.

As we move forward, let’s continue to innovate and infuse joy into our advertising strategies. By leveraging creativity, emotion, and collaboration, we can not only capture attention but also create meaningful connections with our audience. Here’s to a brighter, more joyful future in advertising.

Ready to learn more? Click here to get in touch with a member of our team.