The importance of creatives

Data has, as we all know, become an essential part of digital marketing.
However, lately it seems like the media strategy/planning is viewed as more important than the creative concept/strategy. Creatives seem to be the last thing on people’s minds.
In my opinion, the choice of creatives matters just as much as the choice of media, whilst still keeping business side of advertising in mind. Creatives give life and form to messages and the concept is the theme of your campaign that will serve as the foundation of the message you want to broadcast.
“The screens on which we consume media are getting smaller every year and our attention span has shrunk along with it”.
It is imperative to get through the banner blindness and engage with the audience, by also making it more relevant. I do admit, the creative concept must adapt to fit the medium that activates the engagement, but it is the very soul of advertising.
The challenge is two-sided:
1) delivering your ad at the right time, to the right people and in the right place.
2) catching the designated audiences eye.
Ads on paid, owned or earned media also needs to rotate often, in order to obtain better click-through rates. This is a crucial factor to avoid blending into the background and it needs to be taken into account when developing the core strategy.
From my point of view, the creative concept & media buying go hand in hand. Without one, you do not have the other (or at least not in the most favourable position).
> I would love to know your opinion on the matter, please leave your comments below. What have you experienced? What works well for your campaigns? How do you start your strategy? Let me know!