Feb 26 • 08:45 UTC 🇸🇰 Slovakia Denník N

Creativity Alone Doesn't Win. It Needs Media Power

This article highlights the findings of a study indicating that creativity in advertising is ineffective without a strong media presence.

The article discusses a recent issue of the Marš newsletter, published in Denník N, which centers around the effectiveness of advertising in the age of AI. A study known as The Creative Dividend, conducted by System1, reviewed 1,265 award-winning campaigns from Effie competitions in the USA and Europe along with advertisement testing data, concluding that both creativity and media expenditure are crucial for impactful advertising. While creativity alone accounts for only 24% of the campaign's effectiveness, media support combined with a solid budget can amplify its impact exponentially.

One key takeaway from the research is the necessity of integrating creative quality with sufficient media backing, which together can account for up to 60% of a campaign's business outcomes, and in some categories, this figure can exceed 98%. The article stresses that the interplay of creativity and media spending is what drives successful advertising, rather than relying on either element in isolation.

In detailing the four pillars of effective creativity, the article mentions that positive emotions are the strongest predictor of long-term success in campaigns. Hence, the message encourages advertisers to adopt a balanced scorecard approach that emphasizes both innovative creative strategies and robust media deployment for optimal results.

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