Direct Response creative needs to be:

Results-oriented: Content drives design drives action
Testable/scientific: Initial creative efforts based on data-backed hypothesis, then verified through testing
Device/channel/technology agnostic: maintaining messaging integrity across devices and channels
Interactive Brand Experience: Based on a segmented/interactive/dialogue brand paradigm (one-to-one), as opposed to a monolithic/static/broadcast one (one-to-many)
Modular/dynamic/variable/scalable:
– Based on user segmentation
– Based on needs/behavior-vectoring
– Behavior oriented rather than demographic
Iterative: optimization/iteration-oriented process
Integrated: customer experience needs to be cohesive from search to display to landing pages