From Overwhelm to Opportunity

Social media is now the single biggest media channel in the world and it’s projected to attract a quarter of all advertising spend by the close of 2025.

As platforms multiply and targeting capabilities grow more precise, digital investment now demands exponentially more creative to perform effectively. The result is that marketers are producing assets at unprecedented scale, with some global brands increasing output tenfold.

Against this backdrop of marketers demanding more of their social ad investments, and in parallel creating more ads than ever before, how can brands effectively increase performance and brand effects in social?

The answer lies in creative evaluation and optimization data, powered by AI models and capabilities. Addressing this, Ipsos and Smartly have joined forces to share their collective Human Intelligence (HI) + Artificial Intelligence (AI) expertise to help advertisers maximize their social impact. Drawing on Ipsos’ global creative meta analyses and new findings from Smartly’s AI platform data, combined with use cases from Spotify, Eventbrite, and Zalando, this paper provides a five-step blueprint with proven steps to scale creative effectiveness without sacrificing quality.

Transforming from a state of overwhelm to an ecosystem of opportunity requires commitment: investing in the right systems, workflows, resources, and measurement to streamline creative production, selection, and optimization.

Download the paper now to access the social strategy that not only pays off in efficiency, but also in creative effectiveness.