How Marketers are Redefining Effective Creative at Scale in Digital Advertising
Marketers are being asked to do more with less, and while creative is a powerful tool for growth, many teams struggle to define and scale it effectively.
We surveyed 164 marketing professionals, and over 80% agree that creative drives advertising performance, but fewer than 60% report having a shared understanding of what makes creative great.
It’s this disconnect that leads to underperforming campaigns, with marketers citing limited asset updates and not enough creative versions as top reasons for failure. This report provides the blueprint for building a smarter, more scalable creative process.
Marketers struggle to scale creative effectively.
Nearly half say overreliance on a single format reduces creative effectiveness.
Measurement is a priority, but gaps persist.
As demand for data-driven insights grows, 73.2% expect data analysis to play a greater role in creative success.
AI is reshaping creative workflows, not just output.
Nearly 55% expect workflow automation to be AI’s biggest contribution over the next two years, signaling a shift toward operational efficiency that supports strategic creativity.