25/04/2024
Are the 3 ads below iterations? Or net new angles?
9/10 Marketers get this wrong.
If you're iterating on the headline and the fundamental concept or ad angle changes... (aka the message)
It is a net NEW ad.
Why?
Because the message you are sending to the consumer is VERY different.
See the ad examples below
Ad 1. ➡️"Indulge your cravings WITHOUT the sugar"
Ad 2.➡️ "Gourmet Iced Coffee just got a whole lot CHEAPER"
Ad 3. ➡️"Reclaim your MORNING. Take back time for yourself."
Ad 1 is focused on health-conscious consumers who want to indulge without the guilt associated with sugar.
Ad 2's message is price focused. It appeals to budget-conscious consumers who enjoy high-end products but are concerned with cost. It emphasizes affordability, positioning the product as a cost-effective alternative to pricier options available on the market.
Ad 3's message is completely different. It's targeting consumers who value time + convenience. Saving yourself time in the morning (potentially as opposed to waiting in line at a fast food chain) by making your gourmet coffee at home. Likely appealing to busy professionals or parents.
So why is this SO important to distinguish?
1. Clear Strategic Focus - Helps you clarify WHY an ad is working. If you do not understand the message you're sending to your customers you will not be able to scale that angle out.
2. Accurate Performance Measurement - Iterations should be measured against previous versions to assess incremental improvements. However, new angles should be evaluated independently as they target different aspects of consumer behavior or different segments of the market.
3. Effective Audience Segmentation: Each ad targets a specific consumer profile with unique preferences and pain points. If you do not recognize this than you likely do not understand your customer avatars & how to speak to each.
Hope this was helpful 🥳
Source: Nicole Crowell ( LinkedinPost )