The rapid adoption of digital technology by consumers over the past few years has prompted advertisers to rethink traditional advertising strategies.
What worked before, may not work today.
With these changes, brands have increasingly shifted their ad spend toward digital, with larger-than-expected increases in retail media networks and streaming TV, according to a 2021 eMarketer report.
This has created a challenge for brand advertisers.
As more brands embrace the shift to digital, and as digital channels become more saturated, it becomes harder to stand out from the crowd.
Marketers faced with rising CPCs and diminishing returns on their media spend should consider creative as a path to continued growth.
According to Kantar, creative quality remains among the top drivers of brand impact, accounting for 50% of campaign effectiveness.
But in an ever-changing digital landscape, how can advertisers consistently develop compelling, high performing creative?
