How creative execution is boosting campaign performance
By GumGum
Steve Nash, director, product, ad products and tools, GumGum
Digital advertising now relies on science more than ever. The measurement metrics and precision targeting have evolved significantly, but the ad creative can feel like an afterthought and stuck in the past.
Advertising is now measured using a multitude of KPIs. Specific audiences can now be isolated by performing matches between massive data sets. Marketers also optimize with insights from highly sophisticated attribution models. Yet for an industry that’s data-obsessed, the ads themselves are often standard-sized and static. For many consumers, ads look largely the same from one to the next.
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Source:: Digiday
