What makes digital advertising creative great? Are marketers measuring creative quality against campaign performance metrics? Which metrics do marketers use to judge creative effectiveness?
To find out, Triplelift and EMARKETER conducted a survey in June 2025 among 164 brand- and agency-side marketers.
Respondents say the top qualities of great digital ad creative are clear brand storytelling and visually compelling design.
Some 71% of marketers surveyed say evaluating or improving creative effectiveness has become more important over the past year. However, only 59% say they always or often tie creative quality to performance metrics.
Respondents say the metrics they use most often to judge creative effectiveness in digital ad campaigns are click-through rate and engagement rate.
About the research: The report was based on data from a survey conducted in June 2025 among 164 brand- and agency-side marketers.
