With more opportunities than ever to collaborate and create together through technology, the potential to develop outstanding campaigns has never been greater.
And yet many brands still miss the mark. Why?
Creative is crucial but media matters. Making sure the execution matches the platform, the channel and even the page is vital if your ad is going to have the impact needed to stand out among the 400 ads individual consumers are exposed to every day.
It sounds like a gargantuan task, trying to gain cut-through in a cut-throat industry, but it needn’t be that hard. Many of the challenges facing clients and agencies today could be solved with a bit more good, old-fashioned collaboration.
Without it, we can already see trouble ahead. Global ad spend is expected to hit $1 trillion in 2025, so marketers are understandably keen to know where and how their budgets are being spent, and to maximize their effectiveness. Yet 87% of clients find their agencies are unwilling to adopt models to show how their money is being spent.
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Perhaps this is because more than half of clients (58%) expect to pay less the more AI is used. It could be that increasingly poor AdTech and MarTech integrations are responsible for budget wastage (12% worldwide).
All three of these challenges – measurement, AI’s role and tech integration – can be addressed simply by working better together. Developing a shared understanding of goals, tapping into the power of media to help shape and channel inspired creative are the signs of an advertising superpower.
Clients and agencies, creatives and media experts, are starting to realise this. While 40% of media organisations have become more integrated in the last 12 months, 54% of clients have become more strategic in their relationship with their agency, and 23% aim to consolidate media, creative, technology and data into a single partner.
The power of integrated campaign planning, where creative and media work together, cannot be underestimated.
Download the SmartAssets Impact Report The power to integrate: Why creative and media are stronger together, to discover more important proof points behind the burgeoning move towards integration and compelling evidence to start your collaborative journey today.
