Is our creative investment really paying off?
That’s a big blind spot for a generation of marketers hyper-focused on media efficiency. In fact, most shy away from looking because it seems so much easier to pressure media into delivering more audience at a lower cost per thousand (CPM) and say you raised your return on investment. When marketers do look at creative, they evaluate and squeeze agencies on labor costs to get to the equivalent of a low CPM in production.
