"It's not AI. It's not personalization. It's creativity. More specifically, it's emotional creativity executed consistently over time. The new research, released by digital advertising company System1 and Effie, evaluated over 1,200 campaign outcomes, totaling $139 billion worth of marketing spend, and ad data from over 200,000 people, from challenger brands to massive organizations. And it revealed that many companies have it backwards, ranking targeting as their number one priority when in actuality it only delivers a 1.1x profit multiplier, on average."
"The research denotes that 60 percent of marketers lack confidence in their team's creative abilities while they continue to double down on tactics they do feel comfortable about-clicks, impressions, and conversion rates, among others. And listen, that seems justifiable. Creativity feels subjective and risky. Targeting feels scientific and controllable. Those short-term metrics provide instant dopamine hits. Brand-building through emotional creativity requires patience, with effects compounding over months and often years."
Emotional creativity executed consistently over time produces substantially higher profit multipliers than precise audience targeting. Analysis of over 1,200 campaigns, $139 billion in marketing spend, and ad responses from over 200,000 people found creative quality delivering roughly 12x profit multipliers while audience targeting averages about a 1.1x multiplier. Sixty percent of marketers lack confidence in creative capabilities and instead prioritize clicks, impressions, and short-term conversion metrics. Thirteen consistency factors—including creative idea tenure, agency tenure, brand asset consistency, tone, and cross-channel consistency—compound brand-building effects over months and years, driving sustained long-term ROI.
Read at Inc
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