The Role of Creative in Digital Advertising Effectiveness – July 2018

The IAB Digital Ad Effectiveness Council is committed to highlighting how marketers can use advertising via digital channels efficiently and effectively. In late 2017 the Council published a detailed Playbook on measuring digital ad effectiveness which highlighted the range of different factors that play a part in a success campaign.

This new Playbook by the Ad Effectiveness Council sets out to showcase the importance of creative, what it can do, and how it can best be optimised to create a successful campaign that speaks to the audience in a meaningful and relatable way. Technological advancements, access to data and expansion of programmatic buying provides new opportunities for creative development and delivery.

IAB members can download the report below.

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