Working in digital advertising, I've been acutely aware of the impacts that changes like Apple's ATT protocol have rendered on digital ads. Performance volatility caused by loss of signal typically used by advertisers to inform audience, measurement, and optimization for digital ads have forced even the most performance-centric clients to think more critically than ever before about improving a lever that had, until recently, been relatively ignored: creative.
Especially as digital platforms' abilities to create audiences based on behaviors tracked across the internet have been hampered, a new concept that an advertiser's creative is its targeting is becoming more prevalent. I think the meaning here is two-fold:
1) As the typical optimization levers that performance marketers have used in the past degrade in their reliability, improving the quality of the way the ads are created and its message have become an increasingly important determinant of performance.
2) Secondly, as digital ads auctions are being forced to continue finding relevant prospective customers for advertisers with less visibility into users' behaviors across the internet, using the creative an advertiser provides as a signal for determining which users the ads should be served to is growing in importance as well.
Harnessing the potential of creative to influence ad auctions and resonate with users in more meaningful ways is a huge opportunity for performance marketers, especially those that have been less innovative and imaginative with their ads for digital platforms-to-date. Shifting the focus of clients from how they're defining their targeting to how they are crafting their messages for potential customers amongst a broader audience pool will be a challenge for many marketing teams. I believe those that can get this right early on will be able to capitalize on a digital marketing environment that is currently in flux.
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