Future Proof
Signals of Impact: Rethinking Creative, Measurement, and Gen Z with Crystal Worthem and Sapphire Yi-Dyer
38:39
With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence.
According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a…