A new US study of 100 major brands with annual marketing budgets in excess of $US50 million ($A70 million) has found a worrying mismatch between creative and media spends.
Creative management platform Smartly.io released the survey called Releasing the Power of Digital Creative. You can read the study HERE.
While 89 per cent of the 100 respondents surveyed felt that creative scale, creative team acumen and creative-driven ad addressability were leading priorities for improved ad performance, only 10 per cent said that their creative and media teams were aligned to make this happen.
The survey further revealed that a majority of respondents said they struggled with aspects of agility during campaign execution.
More than 75 per cent of the respondents felt that they have to build creative assets from scratch when personalising campaigns to different audiences or regions.
A further 64 per cent of respondents said data and creative intelligence were perceived as an important future lever in campaign effectiveness.
While most respondents said they used use some form of tech platform to address creative management challenges, virtually all those who didn’t said they were looking at suitable platforms that support cross-team alignment, campaign automation and creative intelligence.
Oli Marlow Thomas, Ad-Lib.io founder, commented: “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.
“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,” Thomas said.
