As we head into the back half of the year and peak consumer buying season, I’m seeing brands take creative risks that would have been unthinkable just 18 months ago. After spending time in rural Puglia this summer, watching my husband’s family craft everything from scratch with ingredients they’ve grown themselves, I’ve been thinking about how that same commitment to authenticity and quality should drive our approach to creative innovation.
Brands Are Getting Playful Again
We’re witnessing brands experiment with more playful messaging and creative approaches. Some land, some don’t, but what matters is that brands are ready for something different. People are hungry for creative that feels fun and engaging rather than safe and forgettable.
AI as Creative Catalyst, Not Replacement
AI stands to revolutionize how we scale creative, but not in the way most people think. We’re moving beyond basic dynamic creative optimization toward intelligent systems that can generate and test dozens of creative variations simultaneously. At TripleLift, our AI Detection technology analyzes content, context, and audience data in real-time to ensure ads seamlessly integrate into publisher environments while maximizing engagement.
But here’s what AI can’t replace – strategic thinking about what your brand actually stands for and how that translates into compelling creative concepts. AI can help you scale a great idea, but it can’t create one for you.
Connected TV Opens New Creative Frontiers
Connected TV represents retail media’s most exciting frontier. According to eMarketer, US retail media ad spend on CTV is projected to skyrocket 335.5% year-over-year in 2024. This creates unprecedented opportunities for creative that combines the emotional power of video with precise retail targeting.
Format Innovation Drives Performance
Our data consistently shows that innovative formats outperform standard display. According to TripleLift research, native formats generate 5x more engagement than traditional display, while our high-impact CTV formats like Split Screen and Dynamic Overlay create shopping opportunities during viewing experiences. The key is matching the right creative approach to the right format and environment.
Preparing for Holiday Success
As we move toward the holiday season, brands that invest in creative testing and optimization now will see outsized returns in Q4. Start experimenting with multiple creative variations, test across different formats, and don’t be afraid to try something unexpected. Your competitors are playing it safe. This is your chance to break through.
The brands that will win this peak season aren’t necessarily those with the biggest budgets. They’re the ones willing to be bold, test frequently, and put creative excellence at the center of their strategy.
