‘Science has caught up with creative’: Exploring the state of creative effectiveness
Marketers are ramping up their creative effectiveness capabilities, but do they still have room to grow when it comes to getting under the skin of creativity?
Creative effectiveness has certainly come a long way over recent years. It wasn’t long ago that it was seen as the lesser sibling of media effectiveness, but the mission to understand and optimise the impact of creative executions has come on leaps and bounds.
Some of the world’s most prominent marketing organisations have invested considerable time and money into developing sophisticated in-house creative effectiveness tools. Diageo uses AI-powered technology CreativeX to pre-test its digital content, which helped reduce the company’s cost per 1,000 views by 50%.
Now, new data suggests another significant stride forward.
