CMOs are still haunted by hard questions about value of ad creative

While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.

Why It Matters

While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.

The Agency Angle

Agencies should monitor how this trend develops and consider implications for client strategy, talent allocation, and service offerings. The speed of change in digital marketing requires constant vigilance and rapid adaptation.

Published June 26, 2026 • specwork.co

Source: Digiday