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Creativity is Not a Commodity

Originally published

February 24, 2021

Written by

Over the years and across many different companies, I've found it is very challenging to articulate the value of #creativity. You can measure value by understanding the lift you can generate with “better” creative compared to “worse” creative. But.

If you’ve thought about this much, you already understand the problem with that line of thinking.

The media optimization process works by reducing results to a focal point that can be improved on. It’s a powerful way to create incremental benefits (which do add up), but it’s also a race to the bottom of the ad fatigue vortex--a race that ends in… starting over.

So here’s another point of view. Creative isn't a commodity to be bought cheaply and plugged into the media process. And it’s not a “lever” to pull in service of better ad performance.

Ok, maybe it is those things. But not ONLY. As the targeting and personalization cookies crumble in the coming year, we’ll see the real value of creative is LEARNING. It isn’t optional--it drives adaptation, and the faster you can adapt in today’s fast-changing environment, the more your business will thrive.

In the absence of third-party data, it’s breakthrough creative that will drive not only your successes but your survival.

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, last updated on

February 24, 2021

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