On May 24, Ad-Lib.io, a Smartly.io company, announced the publication of a new survey conducted by WBR Insights titled ‘Releasing the Power of Digital Creative’. This survey uncovers the sentiments of major U.S advertisers about the opportunities to boost ROAS via investment in creative capabilities. It also discusses the roadblocks in the way of creative effectiveness. To get these insights, WBR surveyed 100 major U.S brands and multi-brand retailers with advertising budgets greater than $50 million.
89% of the respondents felt that the creative scale, creative team acumen and creative-driven ad addressability were priorities for improved ad performance. However, only 10% felt that their creative and media teams were aligned to make this a reality.
The majority of the survey respondents struggled with agility while executing campaigns. For 64% of respondents, creative intelligence and data were important in anchoring campaign effectiveness. The majority of survey respondents use some form of a technology platform for overcoming creative management challenges. Those who do not use one are on the lookout for a solution that supports cross-team alignment, campaign automation and creative intelligence. They comprise 97% of the respondents. They hope to capitalize on the creative opportunity with the help of a platform.
“A greater focus on digital creative has the power to transform digital advertising, but as the industry moves away from reliance on cookies and other third-party data, marketers will need to find new ways to connect their big ideas with data-driven campaigns,” said Oli Marlow Thomas, Ad-Lib.io Founder.
“A greater focus on digital creative has the power to transform digital advertising, but as the industry moves away from reliance on cookies and other third-party data, marketers will need to find new ways to connect their big ideas with data-driven campaigns,” said Oli Marlow Thomas, Ad-Lib.io Founder. “This survey helps to identify the obstacles that major advertisers encounter as they scale their campaigns and identifies a role for automation and intelligence to overcome them.”