For fast-moving consumer goods (FMCG) brands, digital saturation is a constant. Every scroll, swipe and stream competes with dozens of other campaigns, many offering similar products, comparable pricing, and indistinguishable messaging. In this climate, the ad creative itself is increasingly what sets a winning brand apart, accounting for roughly 49 percent of sales lift. But while media channels have long been optimized through rigorous data analysis, the creative quality has historically lagged — too subjective, too abstract, too difficult to measure at scale.

Now, that’s beginning to change. Artificial intelligence, creative data, and measurement approaches like marketing mix modeling (MMM) are aligning and initiating a new era of accountability and precision in creative performance. This means creative can finally be both compelling and measurable, resulting in an increased understanding of the impact of creative quality on business performance.

To read the full article visit: https://www.mytotalretail.com/article/why-creative-data-is-the-non-negotiable-for-fmcg-success-in-an-oversaturated-market/