Creativity Meets Data: Rethinking the Art of Performance Marketing

In an era increasingly driven by automation, AI, and machine learning, performance advertising is undergoing a paradigm shift. This talk will explore how creativity and data can work in harmony to drive impactful, innovative campaigns in a world where algorithms dominate.

Key takeaways include:
– How to integrate creativity with data to create campaigns that stand out in a saturated digital landscape.
– Strategies for redefining the marketer’s role, transitioning from manual management to high-level campaign strategy and creative excellence.
– Examples of innovative approaches to performance marketing that marry storytelling and analytics to deliver measurable results.

If you’re seeking actionable insights on embracing automation without losing the artistry of marketing, this session is for you.

Transcript

2. Ambire co-founder Italian born & raised, Aussie by choice 20+ years media buyer G’day! I'm Andrea. 2
3. 3 Do you know how many combinations are possible for a Responsive Search Ad in Google? LET’S KICK OFF WITH A QUESTION:
4. 4 Today I’m going to show you a glimpse of the future.
5. AI has disrupted our industry 5
6. BUT AGENTIC AI IS REALLY CHANGING THE GAME. 6
7. Shift from keyword to intent. Performance marketing has changed. Google has long started to transition from precise targeting to intent-based marketing. The new world is about signals & user intent rather than keywords and match types. 7
8. Broad(er) targeting is the new normal 8 Meta → Interest targeting replaced with Advantage+ Google → Broad Match + Smart Bidding Various signals, incl. audiences User Intent
9. “Creative is the new targeting.” 9
10. RIGHT CONTENT TO THE RIGHT PERSON AT THE RIGHT TIME can pair the 10
11. 11 Creativity meets data: the post-it story.
12. DATA HAS LONG BEEN THE CORNERSTONE OF PERFORMANCE MARKETING 12
13. DATA WITHOUT CONTEXT IS JUST NOISE. 13
14. 14 Growing trend of risk-adversity MARKETING ACTIVITIES PURELY DICTATED BY ROI with
15. 15 Way too often, a performance-first approach is killing creativity.
16. There are > 32k possible combinations in an RSA with 3 headlines and 2 descriptions. 16 BACK TO OUR QUESTION.
17. 17 High impressions HIGH IMPACT
18. BUT WAY TOO OFTEN CREATIVE SUCKS. 18
19. 19 PINNING VS NOT PINNING
20. MORE CREATIVE THAT SUCKS... PMax automatically created assets anyone? 20
21. SOMETIMES BEST PRACTICES ARE NOT THE BEST, AND YOU ARE BETTER OFF BREAKING THE RULES. 21
22. 22 Average IS THE NORM
23. DATA AND CREATIVITY ARE NOT OPPOSING FORCES BUT COMPLEMENTARY ELEMENTS It is not about chosing one to sacrifice the other. 23
24. The quality of your creative is only as strong as the insights and strategy behind it. 24
25. 25 While data informs strategy, creativity fuels connection.
26. PEOPLE BUY BASED ON EMOTION AND JUSTIFY THEIR DECISIONS WITH LOGIC Advertising, even in its most data-driven form, still rests on the timeless principles of marketing and psychology. Emotional connections remain at the heart of consumer behaviour. 26
27. FROM PRODUCT FEATURES TO UNDERLYING EMOTIONS Ernest Dichter 27
28. THE LATEST APPLE WATCH AD EMPHASISES EMOTIONAL BENEFITS OVER TECHNICAL DETAILS. 28
29. Creative volume & diversity TESTING PERSONALISATION ALGORITHM + BROADER TARGETING FEEDBACK LOOP DATA } CAPI / Enhanced Conv. + OCT 29 REQUIRED TO MEET THE SCALE WHICH AI DEMANDS
30. SCALE & GROW 30
31. 31 VALUE SUSTAINABILITY vs
32. Psychographic profiling allow increasing relevance & messaging alignment outside our traditional targeting criteria 32
33. 33 Even for the same person DEPENDING WHERE THEY ARE IN THE PURCHASE JOURNEY Data + Creativity.Can shape personalisation.
34. 34 VISUALLY APPEALING CREATIVE AND COMPELLING COPY ARE ESSENTIAL TO SUCCESS Ad formats & creative volume take on even greater significance in 2025 and beyond. Tailoring creative for diverse audience segments ensures campaigns are both effective and engaging.
35. 1. CREATIVE DIVERSITY IS NOT A NICE TO HAVE, IT’S TABLE STAKES 35
36. 2. EMBRACE A TEST AND LEARN MINDSET 36
37. 3. THIS DOESN'T REQUIRE A HUGE TEAM, IT DOESN'T REQUIRE AN OVERHAUL OF YOUR CREATIVE STRATEGY 37
38. BONUS 38 Naming convention... turn creative data into meaningful insights
39. 39 BONUS Customer review mining
40. Strategic thinker Combining data proficiency & Creative acumen Media buyer 40 INSTEAD OF PULLING EVERY LEVER UNDER THE SUN TO TRY TO HIT THE RIGHT AUDIENCE
41. 41 Data + creativity are our future.
42. 42 The future belongs to the Robots + Brains
43. AND THE FUTURE LOOKS LIKE THIS... 43
44. THANK YOU! Connect with me on LinkedIn.