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ad creatives - highlighters
May 02, 2024

Multi-touch journeys NEED captivating creatives

Dayna Lang
Author Dayna Lang

Ad creatives are the star of the show. They captivate audiences and engage imaginations while bringing brand awareness to potential customers. 

Strong creatives are also an essential part of journey advertising. Journey advertising benefits marketers by reaching consumers at important moments along their journey. Relevant messaging and creative content achieve mutually beneficial outcomes. 

Journey advertising also works to reduce ad fatigue and improve audience engagement

In multi-touch journeys, ad creatives play an integral role. A multi-touch journey is a marketing strategy where advertisers reach customers strategically at different points in their consideration journey. As a part of journey advertising, multi-touch works to attribute leads, behaviors, and conversions to specific touch points. 

The best way to make the most out of multi-touch journeys is to invest time and money in creativity. Creativity draws in audiences, captures their imaginations, and brings them back for more. 

The best ad creatives are just that – creative

Many factors make an ad great, but one critical factor that all great ads share is creativity. 

Creativity can come in many forms. Sometimes it’s unique visuals or a bold narrative. Other times it’s an out-of-the-box idea or witty copy. Strong creatives are eye-catching, and reflective, and engage the audience with a new and exciting experience. 

Ads that are unique stand out among audiences and are more likely to foster engagement. They are also more likely to be shared on social media – boosting viewership and increasing reach. 

The value of creativity cannot be understated. It is more important than any other factor when creating ads and planning customer journeys, with ad creatives determining 75% of the ad impact.

In multi-touch journeys, audiences encounter your brand several times. The ads they encounter must be recognizable as yours but differentiated enough that they don’t cause frustration. 

Creativity works to entertain, engage, and prevent ad fatigue along every touch point in the customer journey. 

Creativity exemplified – Sparking Ice at the Oscars 

This ad is simple but effective. Its message comes across clearly in succinct and clever copy – commenting on Barbie director Greta Gerwig’s Oscar snub. To add to its impact, the ad also played just after the presentation for best film at the 2024 Oscars. 

Creativity is a standout in this ad – not in bold visuals, but in a bold statement. By playing off the fact that “Greta” is an anagram from “great,” the ad takes a stance and engages the audience in discussion. It starts a conversation. 

The ad also plays off of its context. The brand comments on the Oscars, as having a stronger impact.

Sparkling Ice’s ad also works in several settings. While it comments on the Oscars, it can be used throughout award season on billboards, social media, TV, and streaming. The message can be altered, played with, and rebuilt to grow and expand as customers reach different phases of the funnel – making it perfect for a multi-touch journey.


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