Marketing to the void: the ever-expanding issue of creative asset management
In today’s fast-paced, hyper-connected world, there is a seemingly infinite choice of channels and touchpoints for driving brand engagement with paid advertising.
With such a wealth of advertising outlets to explore, to ensure a healthy return on investment (ROI), it is essential to keep a firm grip on your creative assets. In a bid to expand their commercial reach and engage a wider audience, many brands are pushing out creative assets with limited visibility of what, where or how their content is being used
Are these brands simply marketing to the void? Are you?
Ad wastage is a real issue
First of all: droves of brands and businesses across industries are indeed marketing to the void. Here are the most pressing ad wastage issues plaguing marketers today:
- 40 to 60% of brands and marketers harm their ROI with ineffective ad placement or investment.
- 46% of advertisers agree that poorly targeted ads are one of their biggest roadblocks to success.
- 50% of assets created are never used
By failing to invest in the right channels and by not having clear visibility over assets usage and performance, many marketers suffer from poor results, which means precious budgets are being wasted.
Gaining visibility in the promotional darkness
Without taking control of your asset management strategy, which means taking measures to gain a panoramic view of where and how every single piece of content is being utilized (or not), marketing to the void is inevitable.
Visibility is the first step that enables you to take control of your assets and ensure that every placement or decision you make (from print to mobile, video, and beyond) will earn maximum engagement, yielding the best possible results across the board. And, when that happens, your productivity will increase, translating to more revenue.
We connect every element of the marketing supply chain, enabling brands to gain greater end-to-end campaign visibility and break down the complexity of multi-asset, cross-channel marketing.
Our single, global platform connects all stakeholders and processes, giving individuals departments one clear view of everything from individual asset development to cross-media campaign performance. Find out more about Adstream’s cutting-edge One Delivery platform, which includes our own Adserver, thanks to our recent acquisition by Extreme Reach.