With creative assets being responsible for around 56% to 70% of campaign ROI, they’re the “most important element” in driving sales.
This piece states that, “Advertising has long been about three things: audience, placement, and creative.” However, with third-party cookies starting to phase out, marketers will have fewer signals to create hyper-targeted ads.
While access to placement insights in the form of contextual data will remain, more attention should be paid to creative aspects to enhance campaign performance. Leveraging creative intelligence, studying competitors’ creatives and constantly tracking campaign performance based on changes can help marketers optimise creatives and maximise returns.
Leverage AI-powered and human creative intelligence to effectively optimise creatives and develop strategies without relying on cookies. Moreover, monitor the effect of each creative element from background colour to emotional element to create creatives that resonate with the target audience.
[4 minute read]