Effectiveness of performance ads halves since 2020, research finds
“Substandard” creativity and too much focus on “fancy metrics” are impacting the effectiveness of performance campaigns, new data finds, which shows a link between quality creative and driving business outcomes.
The marketing industry is heading for a “twin-track effectiveness economy”, as the effectiveness of performance marketing declines while brand activity improves, according to data from the Data & Marketing Association.
Its Value of Creativity Report 2024 showcases the value and benefits that can come from marketers embracing brand activity and rejecting short-termism. Using data from the DMA effectiveness databank, which consists of 1,508 DMA award-entered campaigns, it has created four separate effectiveness metrics: response effects (tied to performance campaigns), brand effects (tied to brand building efforts), business effects (tied to financial performance) and campaign delivery effects (tied to reach and campaign deliverables).
