Retailers urged to get more creative with imagery to win search wars

Gaffney

The head of Adobe’s DigitalIndex research division has urged retailers to get more creative in their search advertising to stand out from the crowd.

Principal analyst Tamara Gaffney told Mumbrella there is an “opportunity” being missed by marketers with product images in search, with too many relying on the product image from the manufacturer so they “look just like everybody else”

She added: “The lack of differentiation happening in certain areas of creativity is problematic for brands because they’re limited on competing on price more often or how much they paid for the top spot on the search.”