Navigating the tension between quality and volume in ad creative production


Feb 7, 2024

Updated Feb 2, 2024

"Ad campaigns with high ad creative relevance scores had a 50% higher click-through rate than ones with low scores, according to an Instapage analysis." - Instapage, 2022 Advertising Personalization Statistics

The advertising industry has long lived by the mantra “Content is King,” yet when it comes to campaign success, the crown often seems misplaced. Despite research indicating that 70% of a campaign's effectiveness hinges on creative quality, relevance, and personalization, the adtech world still seems to undervalue the role of creative. This oversight could be costing advertisers dearly in terms of engagement and ultimately, their bottom line.

In an era dominated by data-driven decision-making, advertisers have become increasingly focused on leveraging analytics to target and retarget the right audiences. They dissect demographics, scrutinize shopping habits, and parse through pageviews, all in the pursuit of perfecting the placement and timing of their ads. The meticulous analysis, however, often overshadows the creative effort that is the heartbeat of any campaign.

Why is creative quality so crucial?

A well-crafted message can resonate with audiences, evoke emotions, and spark conversations. It's the difference between a forgettable ad and one that lingers in the minds of consumers, nudging them towards a purchase. Relevancy is equally important. Ads that align with the viewer’s interests and current world events are more likely to engage and convert. Personalization takes this one step further by tailoring the creative content to the individual, increasing the relevance and impact of the message.

This trifecta of creative quality, relevancy, and personalization is not just a nice-to-have; it's the engine that drives campaign performance. Yet, the adtech industry's preoccupation with the science of advertising has left the art lagging behind. Creative teams often find themselves with limited budgets, tight timelines, and a mandate to produce content that fits within the narrow parameters defined by data-driven strategies. The result? A marketplace saturated with ads that might reach the right people, but fail to move them.

Some industry players are waking up to this disparity. Innovative agencies are beginning to bridge the gap between media and creative, advocating for a more holistic approach to campaign development. They're pushing for creative to have a seat at the decision-making table from the outset, ensuring that messaging and aesthetics are not an afterthought, but a foundational element of campaign planning.

Moreover, advancements in AI and machine learning are offering new hope for the harmonization of creative and data. These technologies have the potential to analyze and predict which creative elements will resonate best with different targeted segments. 

The balancing act between quality and quantity in the race against time

In the fast-paced world of advertising technology, the pressure to produce high-quality ad creatives at scale is a challenge that continues to vex even the most seasoned professionals. As companies strive to meet the insatiable demand for fresh and engaging content, they often encounter significant roadblocks that can compromise the creative integrity of their campaigns.

One of the most pressing challenges is the relentless ticking of the clock. With the countdown to campaign launch underway, marketing teams frequently face a time crunch that leaves little room for the meticulous crafting of creatives. This rush against time is not merely a matter of efficiency; it directly impacts the quality of the output. In the haste to meet deadlines, the finesse that separates mediocre creatives from stellar ones can be lost.

The process of scaling ad creatives further complicates matters, as it typically involves an extensive amount of manual work by designers. The repetitive tasks of resizing, reformatting, and adjusting various elements for different platforms can be a drain on creative energy and resources. Designers often find themselves caught in a monotonous cycle, which can stifle innovation and lead to a drop in the overall quality of creative assets.

Compounding the situation is the chaos ushered in by last-minute change requests. These eleventh-hour alterations can throw a well-oiled machine into disarray, leading to a mess of hurried revisions and overlooked details. Design teams scramble to accommodate these changes, sometimes at the expense of consistency and coherence across the campaign's creatives.

The cost of overlooking this crucial detail

The consequences of these challenges are not merely aesthetic. Subpar creatives can significantly dilute the effectiveness of ad campaigns, leading to lower engagement rates, diminished brand recall, and ultimately, a weaker return on investment. Advertisers who fail to address these issues risk falling behind in an industry where quality and relevance are paramount to capturing consumer attention.

To combat these challenges, the adtech industry is turning to automation tools and platforms that promise to streamline the creative process. By leveraging AI-driven design systems, brands can generate multiple ad variants quickly, while maintaining a high standard of quality. These tools also offer the agility to adapt creatives in response to real-time data and audience insights, allowing advertisers to iterate on the fly without descending into disarray.

Tools at the forefront of amplifying ad creative output

Marpipe is an ad creative platform that allows marketers to automate the creation and testing of multivariate ad campaigns. The tool provides insights into which creative elements resonate most with audiences, enabling advertisers to optimize their campaigns effectively. Marpipe's technology streamlines the ad design process, fostering a data-driven approach to creative testing and iteration. It could be really helpful with your social media ad campaigns.

Smartly is a social advertising automation platform designed to enhance ad performance on social media channels. It combines creative production and ad buying automation with dynamic templates and AI optimization, helping brands and agencies to scale their advertising efforts. Smartly's platform focuses on simplifying campaign management and delivering performance analytics to improve ad engagement and conversion rates. uses artificial intelligence to generate high-converting ad creatives. The platform's AI analyzes thousands of data points to design ads that are likely to perform well, reducing the guesswork for marketers. caters to businesses of all sizes, providing a suite of tools for creating visuals that align with brand identity while driving ad performance.

Viewst is an innovative platform that's carving out a significant niche in the adtech space with its focus on automating and scaling ad creative variations, especially for display ad networks. Recognizing the dynamic nature of HTML5 banner ads, Viewst empowers advertisers to quickly generate multiple ad variations, streamlining the creative process and enabling efficient A/B testing at scale. Its intuitive interface and powerful automation tools are designed to help marketers optimize their campaigns with speed and precision, a boon for those looking to make a substantial impact across various ad networks.

Wrapping Up

In the high-stakes realm of digital advertising, the tension between quality and volume in ad creative production is a constant balancing act, one that often tips in favor of quantity over quality. The industry's pursuit of creative excellence, however, cannot be sustained at the cost of relevance and personalization—elements that are critical to campaign success. As we navigate this dichotomy, tools like Marpipe, Smartly,, and Viewst are emerging as game-changers, offering innovative solutions that promise to revolutionize the way advertisers create, test, and deploy ads across the digital landscape. These platforms not only automate the creative process but also ensure that the heartbeat of any campaign—the creative—is not lost in the rush to meet the ever-growing demand for content.

Experiencing common industry challenges? Keen to revolutionize your advertising production process? Enter Viewst, an exciting platform offering advanced automation tools. Let's delve deeper; shoot us a message or schedule a demo to uncover the innovation behind Viewst. Witness firsthand how we're redefining advertising production, one click at a time.

Founder, CEO at Viewst
Founder, CEO at Viewst
Founder, CEO at Viewst

Victoria is the CEO at Viewst. She is a serial entrepreneur and startup founder. She worked in Investment Banking for 9 years as international funds sales, trader, and portfolio manager. Then she decided to switch to her own startup. In 2017 Victoria founded Profit Button (a new kind of rich media banners), the project has grown to 8 countries on 3 continents in 2 years. In 2019 she founded Viewst startup. The company now has clients from 43 countries, including the USA, Canada, England, France, Brazil, Kenya, Indonesia, etc.

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