Digital advertising is increasingly relying on creativity as the major factor that sets it apart.
In the ever-evolving landscape of digital advertising, a new era is upon us. Brands are shifting their focus towards a creative-first approach, recognising the potential of emotionally authentic content to drive differentiation and performance.
This strategic shift is spearheaded by integrated teams, comprising creative leads, media buyers, data analysts, and more, working cooperatively to test and optimise. These teams are built with the goal of understanding audiences, rapid testing, iteration, and learning.
The content produced by these teams must feel natural to the user experience. It should be creative and relatable, resembling or even including user-generated content, to truly resonate with audiences. Ads that are emotionally authentic are more likely to lead to better return on investment (ROI) in digital advertising.
Flexible creative systems are being employed to create reusable templates with emotionally engaging hooks, testimonial overlays, and localised calls to action. These systems allow for the creation of platform-native content, with short-form video, interactive formats, and AI elements built for the environments in which they live.
Investment in AI and data tools is recommended to power smarter creative development and personalised optimization. AI-assisted tools are playing an expanding role in refining creative based on real-time feedback.
The importance of a creative-first approach is underscored by the fact that digital advertising has reached a plateau. More than 60% of performance marketers believe their ads are becoming less effective due to ad saturation. Timely, fast-cycle creative testing is effective, with some industry guidance suggesting brands should launch up to 10 to 15 creative variants per theme to test at low spend and quickly scale winners in real time.
One successful example of a creative-first approach is partnering with well-known podcast hosts and capturing content using mobile devices to create compelling, natural storytelling assets.
The Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies, is a testament to the importance of this strategic shift. Manuel Machado, co-chairman of CCOMGROUP Inc., a multicultural advertising, communications, marketing, and public relations agency, is among its members.
Marketers are urged to treat creative as a strategic growth asset, not just a production deliverable. A creative-first approach that's informed by powerful data is essential for winning in the new era of digital advertising. In 2025, creative is not just an input but the engine of performance.
Platforms are rewarding content that connects with audiences in real ways, favouring relevance and authenticity over just precision. Creative has moved to the forefront as the key factor for driving differentiation and performance in digital advertising. Emotional storytelling, platform-native content, and agile testing are unlocking growth for brands that prioritise them.
In this new era, the race is not just to reach audiences, but to engage and convert them. The brands that understand and embrace this shift will be the ones that thrive in the digital advertising landscape of the future.
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