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CreativeX analysed 890,000 ads, representing around 1 trillion impressions and $1.37 billion in ad spend between 2020 and 2021 to determine adherence to key creative best practices.
The analysis revealed that 55% of media budgets were put behind not-optimized creatives.
This meant that media investment behind non-excellent creative between 2020-2021 reached more than $700M - extrapolating this out to account for all of digital ad spend in 2023, the industry’s economic loss equates to $233.4 billion.