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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