Four reasons why the future of creative may look different than what you expected

Four reasons why the future of creative may look different

Today’s consumers expect to keep things open; they want to explore beyond one screen, one format, or one-size-fits-all messaging. They crave experiences they can engage with on their terms. Consumers are demanding content they want, when and how they want it and they’re challenging marketers to get inventive.

But the reality is people think most brands just don’t get them—and they’re running to ad blockers in droves, resulting in over $20B of lost ad revenue globally. So how to combat this? By breaking down barriers between data, automation and creative. Tapping into a combination of technology and creativity is now essential to manifesting experiences guaranteed to win over the hearts and minds of consumers.

We put some numbers behind this shift to understand how the future of creative is evolving for brands, agencies (media buyers and creative alike) and publishers. Here are four ways this is coming to life and how it's changing the future of creativity.

1. The creative process can and should be simplified. More than half of brands, agencies and publishers juggle more than four creative vendors--many use up to 20!

2. Data is your best friend: use it to unlock, not stifle creativity and consumer engagement. 46% of advertisers use data to optimize and inform their creative strategies, with more projected to do the same.

3. Programmatic planning and buying is the best testing ground creatives could ever ask for. Audience data integration, dynamic creative optimization and workflow management are cited as the top three most important capabilities programmatic offers creatives.

4. In-house is a growing trend—understand what it means and if it’s right for your organization. 49% of brands, agencies and publishers have brought programmatic creative in-house--and 26% plan to in the next year.

Click below to get more insights and explore what’s possible through an interactive demo.


To learn more about the future of creative, dive into AOL’s multi-part series and find out how to break down boundaries, open up to new approaches and give consumers what they want.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.