POST Online Media Lite Edition


All marketers claim they have great ads and others don't

Staff writer |
Marketing professionals are happy with the quality of their own ad creative. But when it comes to creative quality across the industry, they’re not quite as optimistic.

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In June 2015 research by CRN International, more than three-quarters of US marketers said the overall quality of creative in their advertising was good or excellent, while just 1.7% said it was poor.

However, respondents weren’t as positive about creative across the sector as a whole. Just over six in 10 marketers rated the quality of creative from the brands with which they were associated as good or excellent.

In order to continue to improve creative quality—at both their own companies and across the industry—marketers will need to overcome several hurdles. When asked about the biggest obstacles to delivering quality creative, respondents were most likely to cite understanding customers—something data-gathering tech could help with—and corporate culture.

Meanwhile, prioritizing other efforts and a lack of confidence and talent were smaller issues.

Informative creative content was far and away the most effective type for marketing objectives, cited by nearly two-thirds of marketers. Fully 15.5% said touching content was the most effective, while one in 10 said the same about humorous items.

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