In his latest column for INMA, Newsworks communications manager Lewis Boulton highlights the underrated role of captivating copy in complementing fantastic visuals and delivering stand-out news brand ad campaigns
After two years of writing about some of the most innovative and captivating UK news brand advertising, it’s becoming increasingly difficult to avoid the usual words to describe campaigns that stand out: “Striking” and “eye-catching” are just two usual suspects I need to retire a little more often.
But looking back at recent creative for some inspiration, I noticed I mostly use words like these to describe fantastic visuals or a brilliant use of format. They’re rightly in need of recognition, but what of the other, often more subtle marker of a great creative campaign: captivating copy?
While the right words still need matching visuals to make an impact, incisive writing can educate, entice, and entertain — whether as an opportunity to speak to readers on a certain issue or to put the cherry or top of beautiful imagery.
Brands that nail this combination stand to make real connections with readers.
According to the RAMetrics database evaluating the effectiveness of news brand advertising, ads that combine both elements are not only slightly more engaging than those with imagery or text alone (80% vs. 79% and 75%, respectively), but, crucially, also encourage more action from audiences:
- 37% took action after seeing an ad with both text and imagery.
- Only 31% took action after an image-only ad.
- And 30% after just text.
Click here to see which campaigns Lewis chose where copy and visuals unite to pack a real punch.
