Access Forrester’s research on the role of Creative Ad Tech
Per Forrester, high-quality ad creative lifts return on ad spend (ROAS). This report, written by Senior Analyst Nikhil Lai, highlights how data deprecation and consumers’ demand for more engaging advertising make more compelling creative increasingly critical.
The research underscores that, Creative Ad Tech, including dynamic creative optimization (DCO), creative automation, and creative intelligence, yields strong benefits for marketers, including:
- Actionable insights about consumers’ behaviors
- More efficient workflows
- More engaging advertising experiences
While numerous tools promise to amplify creative performance, this report delves into the importance of a strategic approach, the right talent, and the efficient processes needed to maximize the impact of Creative Ad Tech amid the challenges of ad creative's digital transformation.
In the research, Forrester cites Flashtalking as one example of a technology that when paired with tools that automate multivariate testing reduces costs-per-response by effectively engaging consumers with personalized creative.
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