Has the growth in digital stunted creativity in advertising?

Has the growth in digital stunted creativity in advertising?
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About 67% of marketers find that digital growth in advertising has come at the expense of the quality of creative. According to a survey by adtech company, Sizmek, more than half of marketers said that fully utilitsing their creative within standard ad formats is difficult. They cited this to the challenges in delivering “engaging and impactful” creative.

Although banner and Mid page Unit (MPU) ad sizes are designed to fit neatly within publisher content, the survey said that often there isn’t enough room for brands to create the desired conversations with their audiences. The study added that despite the rise of digital, many marketers still place high importance on the creative, and are looking for ways to incorporate more creativity into their campaigns – despite the shift in digital marketing focus on advancements in data, AI, and privacy.

Approximately 81% of surveyed marketers said that improving digital campaigns to show off their creatives more effectively is a high or critical priority over the coming year.

These include boosting the engagement of ad creatives by using dynamic creative elements that optimises to achieve personalisation or creative sequencing which is cited as “ideal” for creating a coherent customer journey. In addition, 73% are looking to introduce or increase the use of interactive ad formats. Approximately 83% of the surveyed marketers agree that premium interactive formats such as animation, sliders, scratch and reveal configurations, and gamification deliver high engagement within digital placements.

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