For years it has been well noted that creative is the top driver of brand impact in advertising, accounting for 50% of campaign effectiveness.
Very little analysis today is dedicated to understanding how the creative of a digital campaign performed - e.g. what impact did it have on engagement rates?
The failure to measure and optimize the creative in digital campaigns represents a missed opportunity, considering the dominant role digital channels play in advertising today.
Advertisers should continuously analyze, evolve, and improve their creative strategy using data, similar to how they optimize media selection and targeting strategies.
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