Brands are continually being handed ever-more powerful lenses to scrutinize campaign impact. But while advanced measurement tools provide sharper clarity around what happens to ads after delivery, most tend to assume that statistically speaking, creative input doesn’t matter.
So far, each innovation has offered a useful additional angle on performance, from marketing mix modeling to multi-touch attribution and attention-based analysis. However, dismissing campaign creative as largely irrelevant to modeling means these tools still aren’t tracking an essential factor: the creative context and elements that actually drive a consumer response.
If brands and agencies want to fully understand the science behind h...
Brands are continually being handed ever-more powerful lenses to scrutinize campaign impact. But while advanced measurement tools provide sharper clarity around what happens to ads after delivery, most tend to assume that statistically speaking, creative input doesn’t matter.
So far, each innovation has offered a useful additional angle on performance, from marketing mix modeling to multi-touch attribution and attention-based analysis. However, dismissing campaign creative as largely irrelevant to modeling means these tools still aren’t tracking an essential factor: the creative context and elements that actually drive a consumer response.
If brands and agencies want to fully understand the science behind how ads perform, their measurement approaches must include this last, and often overlooked, frontier.
As awareness of creative data grows, there’s a stronger push to integrate this crucial piece into comprehensive measurement strategies. The next big opportunity lies in enriching data stores with first-party creative insights that delve deeper into the makeup of messages instead of just their recipients, so that ads retain their edge in the age of commoditized AI.
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