“Substandard” creativity and too much emphasis on “fancy metrics” are impacting the effectiveness of performance campaigns, according to new data that shows the link between the quality of creativity and achieving business results.
According to the Data & Marketing Association, the marketing industry is moving towards a “dual performance economy” as performance marketing effectiveness declines while brand activity improves.
The Value of Creativity 2024 report shows the value and benefits that can come from engaging marketers in brand activities and rejecting myopia. Using data from the DMA Performance Databank, which consists of 1,508 DMA-winning campaigns, four separate performance metrics were created: response effects (linked to performance campaigns), brand effects (linked to brand-building efforts), business effects (linked to campaigns, financial results) and the effects of campaign implementation (related to the reach and results of the campaign).
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