Creative Excellence in Paid Media: How to Cut Through and Convert

In the second session of our Paid Media Masterclass series, we turned the spotlight on one of the most underestimated drivers of performance: Creative.

Hosted by David Norris (COO, Mediaworks) with insights from Paul Mallett (Managing Partner, Strategy & Creative) and James Johnstone (Paid Media Director), this session unpacked how creative fuels success across paid channels, whether you’re running video on YouTube, static display ads, or short-form social content.

Here are the key takeaways marketing professionals need to know:

1. Creative Drives Nearly 70% of Ad Performance

Marketers often obsess over budgets, targeting, and channel mix. But as James shared, creative is the single biggest driver of campaign performance - accounting for nearly 50% of success, with context contributing another 20%.

The key? Your ad needs to:

• Grab attention (within the first 2–3 seconds).

• Break away from the "sea of sameness".

• Be visually distinctive and brand-led.

Without that initial attention, even the most precise targeting won’t deliver results.

2. Attention Is the Real Battleground

80% of ads fail to capture attention. With users spending hours in passive scroll mode, the challenge isn’t just getting in front of someone, it’s stopping them mid-swipe.

Paul put it simply, you don’t get a click without attention.

To win the scroll:

• Prioritise visual hierarchy (make your key message the first thing people see).

• Use motion and video wisely.

• Stand out by breaking category norms, not blending in.

3. Build Campaigns Around Real Objectives

Creative doesn’t live in a vacuum - it should be built around clearly defined objectives.

Whether you’re aiming for awareness, education, or conversion, your creative and messaging need to:

• Match the funnel stage and audience mindset.

• Align with the platform format (e.g. skippable YouTube vs. TikTok shorts).

• Be mapped out using a clear messaging matrix.

Many campaigns fall flat because the assets don’t reflect what they’re actually trying to achieve.

4. Funnel Thinking Still Matters (Even if People Jump Around)

Yes, modern buyer journeys are non-linear, but that doesn’t mean funnels are dead. What matters is having messaging and creative ready for each stage:

• Awareness: Who are you? What makes your brand memorable?

• Consideration: Why should I care? What’s your proof?

• Conversion: Why now? What’s the USP? Where’s the call to action?

And most importantly, people don’t move through the funnel in order. They zigzag. Be ready.

5. Short-Form Video Is Critical, But It Has to Tell a Story

Video is still king, but not all video is created equal.

In short-form, success comes from structure:

• Hook fast: Use curiosity, bold statements, or relatable pain points.

• Deliver value: Show how the product works or solves a problem.

• Close strong: Use brand recall and a compelling CTA.

Motion for motion’s sake won’t cut it. Every frame should move the story forward, even if it’s just 10 seconds long.

7. Challenge Assumptions About Formats

Think display doesn’t work? Or that video is too expensive? Think again.

One of the biggest mistakes brands make is ruling out formats based on outdated assumptions. In the session, the team highlighted that performance varies massively by sector and market. For some clients, display is a top-performing channel.

So, test everything, and let the data guide you.

8. AI Is Changing Creative, Fast

From AI-assisted ad creation to automated performance analysis, tools like Adobe Firefly and Gen Studio are revolutionising how creative is made and optimised.

Paul highlighted what’s next:

· Input brand assets, tone, and objectives.

· Let AI generate multiple ad variations.

· Use platform performance data to refine what works.

But here’s the catch: AI needs structure. Without clear inputs and strategy, the outputs won’t deliver.

9. Don’t Forget Testing and Iteration

Your first ad is just the beginning. Performance is driven by ongoing testing, refreshing, and optimisation.

What to test:

• Static vs. video.

• Different hooks or visual layouts.

• CTAs and offer positioning.

• Colour, tone, style, and format.

The goal isn’t just more content - it’s smarter content that learns and evolves.

For more info on Creative Excellence, or if you’d like a chat about how we can help you with your approach, just email mark.robinson@mediaworks.co.uk and we’ll get the ball rolling.