Best Practice Report

How To Use Technology To Develop Better Ad Creative

Integrate People, Processes, And Technologies To Maximize Ad Creative’s Upside

November 30th, 2023
Nikhil Lai, Senior Analyst
Nikhil Lai Senior Analyst
With contributors:
Emily Collins , Melissa Bongarzone , Lexie Lawhon , Christine Turley

Summary

High-quality ad creative lifts return on ad spend (ROAS). Data deprecation and consumers’ demand for more engaging advertising make more compelling creative increasingly critical. Various technologies claim to supercharge creative performance, but brands and agencies that rush to invest will limit their upside unless they have the proper strategy, people, and processes in place. This report explains the benefits of creative technology, the challenges posed by ad creative’s digital transformation, and ways to harness technology to develop better ad creative.

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