Half of Your Ad Budget Could Be Behind Low-Converting Creative. Here's How One Brand Found Out

Most marketing teams have squeezed all the efficiencies they can out of media, harnessing the ability to target and optimize for channel-specific performance in real time. Creative is the one input that still tends to get picked on “gut feeling.” So maybe it’s no surprise that this is where a huge amount of budget waste happens. In the retail vertical, competition for in-store visits is fierce: Shoppers visit more than five retailers in an average three-month period, as e-commerce drives double-digit gains in order volume.