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Why An Advertising Proof Is Essential in Marketing

January 12, 2024 | Design

Ever seen an advertising fail? Maybe there’s a typo in the copy, or a supposedly genius idea actually looks like a rude action. Some of the errors and mistakes are hilarious; others are potentially brand-destroying. If only a few more people saw the advertising proof before it was put into publication! And that’s just the embarrassing mistakes. Consider the campaigns companies spent thousands on, only to see little to no results. 

Ad proofing involves reviewing an advertisement’s components (e.g., copywriting and creatives) to remove any errors and optimise the campaign’s success. Avoid design mishaps, misspelt words, and any other pitfalls through a reliable advertising-proof process.

Why Advertising Proof Matters

Designers, copywriters, and marketing professionals work together to create a new advertising campaign. Even the simplest ads take months of hard work to craft – ensuring every feature captures the audience’s attention and drives them toward a sale.

There are no accidents – but there is bad publicity. Mistakes reflect on the company, giving the impression of poor-quality products or services. That’s why ad proofing is a critical checkpoint in the lifecycle of an advertising campaign.

Some common mistakes to identify include

  • Spelling and grammatical errors
  • Incorrect or outdated contact information
  • Misalignment or inconsistent formatting
  • Inaccurate or misleading content
  • Poor image quality or incorrect image usage
  • Inconsistent branding elements like logos or colors
  • Overcrowded or unclear messaging
  • Broken links or QR codes
  • Legal disclaimers or copyright issues
  • Incorrect pricing or promotional details

Creating proofs and sharing them internally and with the client safeguards against poor quality designs or lackluster copy being submitted to the publisher. 

Ad Proofing and Campaign Optimization

Advertising proofs aren’t just about catching mistakes; they’re about creating an effective, high-conversion advertising campaign. The proofing stage is also the quality control stage. With input from the client, marketing execs, and other professionals, you can refine the design – altering colors, messaging, and creatives to maximize the ad’s appeal. It’s about fine-tuning the messaging to align with the target market’s preferences and expectations.

For example, during ad proofing, a change in color scheme can alter an ad’s emotional appeal. Maybe you’re after a more dominant, passionate message, in which case reds should replace blues. Similarly, adjusting the language or tone can make the message more relatable or persuasive to the target audience.

Through A/B testing, marketers can gather data on various aspects like headline effectiveness, image choice, and call-to-action phrases, using these insights to optimize the ad for better engagement and conversion rates. And, of course, there’s branding – you want the customer to know which brand is being advertised and what it sells. That’s often lost in the design process; it helps to have the marketing team take a closer look.

How to Use Advertising Proof

You’ve brainstormed advertising ideas, picked your favorites, and developed a high-quality advert. It’s time to share it with the team. That’s the ad-proofing stage. But how should you use advertising proofs? Are there some tips and tricks to getting the most out of this review stage? After all, you want to encourage feedback between the creative teams, marketing strategists, and clients.

Here’s how to get started:

  1. Initiate Collaborative Reviews: Start by sharing the advertising proofs with all stakeholders, including designers, copywriters, marketing strategists, and clients. This inclusive approach ensures that feedback comes from diverse perspectives, enriching the ad’s quality.
  2. Gather Diverse Feedback: Encourage each team member to provide their insights. Designers might focus on visual elements, copywriters on message clarity and tone, strategists on alignment with marketing goals, and clients on overall brand representation.
  3. Use Digital Platforms for Real-Time Collaboration: Leverage digital proofing tools that allow multiple users to comment, suggest edits, and even mark changes directly on the proof. This real-time interaction speeds up the review process and reduces misunderstandings.
  4. Consolidate Feedback for Revisions: After collecting feedback, it’s important to consolidate and prioritize it. Determine which suggestions align best with the campaign objectives and make revisions accordingly.
  5. Facilitate Open Communication: Maintain open channels of communication throughout the proofing process. Regular updates and discussions can help clarify doubts, align goals, and ensure that everyone’s vision is moving in the same direction.
  6. Final Approval Loop: Once revisions are made, the ad should go through a final round of approvals. This step ensures that all changes have been made correctly and that the final product meets everyone’s expectations.

Technology and the Ad Proofing Process

Traditional advertising proofs are no longer used. That involved expensive prints, extensive email chains, or laborious postage. Today’s ad proofing takes place exclusively online. The result is greater efficiency and collaboration.

Advertising designers and copywriters can share their final designs with the clients and other relevant parties. They, in turn, can provide real-time interactive feedback, annotating directly on the ad. Not only does this save time and reduce costs, but it also facilitates instant global collaboration and version control. Designers, marketing teams, and clients can work together regardless of geographical constraints. 

Ensure Perfection Through Collaboration

In the meticulous world of ad proofing, success hinges on a delicate balance between individual expertise and collective insight. It’s a realm where every detail matters, and the collaborative refinement of each element can elevate a campaign from ordinary to extraordinary. This process, demanding both precision and harmony among team members, paves the way for a solution that embodies these principles. Ashore, with its intuitive approach, emerges as the answer in the final stride of this journey, perfectly aligning with these needs.

With Ashore, real-time collaboration and feedback become the norm. Designers, marketers, and clients can seamlessly interact, lending their expertise and insights to enhance every aspect of an advertisement. This harmonious exchange ensures that each ad speaks with clarity and impact. Alongside this, automated workflow management smoothly guides each project through its lifecycle, maintaining a rhythm that aligns perfectly with the campaign’s timeline and goals. This precision ensures that every detail, from the largest concept to the smallest graphic element, is honed to perfection.

Integrating Ashore into your advertising process is an investment in the artistry and effectiveness of your campaigns. It’s an opportunity to harness the power of teamwork and technology, propelling your ads beyond the ordinary.

Get started with Ashore today and take your ad proofing to the next level!

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