Data and creativity key for future digital success, say industry leaders

September 22, 2021 9:35

While many organisations continue to struggle with finalising data strategies and digital advertising management ahead of the upcoming changes to third-party cookies, industry leaders say that addressing the creativity of digital marketing is equally important.

According to Facebook ANZ head of marketing science, Andy Ford, there are major benefits from pairing insightful data analysis with equally great creative output. While any brand can launch a digital ad, “there’s a wide chasm separating the many average ones from the very best”, according to Ford.

Recent research conducted by Facebook via Analytic Partners and The Lab Insights & Strategy, found that on average, 70% of the potential return on investment for video advertising comes from the creative itself, with the remainder being driven by executional elements.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.