Data: Media Planning, Creative Execution Still Aren't In Sync

The following is a selection from Grant Parker of Mediaocean.

Despite significant strides in recent years, media planning and creative execution are still pretty far apart. Recent data from Mediaocean reveals a staggering 89% of survey respondents acknowledge the absence of fully synchronized media and creative processes.

• Nearly half (49%) of respondents reported "so-so" to no synchronization between media and creative.
• This gap not only escalates costs and prolongs go-to-market timelines but also diminishes consumer engagement, highlighting an urgent need for integrated ad tech solutions that enhance creative relevance and activation across channels.
• Addressing the creative-media gap emerges as a paramount opportunity for brands aiming to capitalize on the dynamic digital advertising landscape.