Marketers are increasingly recognizing the importance of creative effectiveness in digital advertising. Triplelift and EMARKETER surveyed 164 marketers and found that clear brand storytelling and visually compelling design are top qualities of great creative.
Despite the growing importance of creative quality, only 59% of marketers tie it to performance metrics. Click-through rate and engagement rate are the most commonly used metrics to judge creative effectiveness in digital ad campaigns.
The report, based on data from the survey, highlights the need for marketers to measure and improve creative quality in order to achieve successful campaigns.
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What Are the Attributes of Great Digital Ad Creative?
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