The Potential Power of Digital Creative: Providing marketers the roadmap to create compelling digital ad units
Introduction
Digital media spend continues to grow significantly, particularly in video and mobile, but creative is generally a confusing afterthought when marketers are planning a digital campaign. The ad industry provides a range of options from basic banners, to pre-roll units, to interactive ads but there is a lack of clarity around which digital ads actually best engage consumers and communicate the intended message across platforms. With this research, we are able to provide clear direction to marketers...