"The tensions of the digital world have pushed us into zero-sum thinking: for one side to win, the other must lose. This tendency is apparent in the digital ad sphere, where data has taken precedence and sent creativity to the back seat. But with increasing competition and shrinking customer attention spans, it has become even more important to leverage both creativity and data to be successful."
"In the past, advertising relied mostly (if not solely) on creativity. That makes sense: creativity is essential for inspiring and engaging the people you want to reach. But the rise of big data changed the game. Advertisers started shifting their focus toward collecting data and optimizing ads. Somewhere along the way, creativity trickled away. But why choose one over the other when you can have the best of both worlds?"
Big data's rise has deprioritized creativity in digital advertising, pushing planners toward zero-sum thinking where data wins and creativity loses. Consumers now face 4,000–10,000 ads daily, producing information overload and tuned-out audiences for irrelevant content. Data enables smarter audience selection, but effective engagement requires creative execution. Creativity inspires and engages, while data guides targeting, personalization, and optimization. When combined, creativity and data form a symbiotic relationship that amplifies both insight and impact. Brands that integrate creative strategies with data-driven decision-making can stand out amid competition and capture attention more efficiently, driving higher growth and improved campaign performance.
Read at The Drum
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