Brands and agencies are under constant pressure to keep up with growing content demands across various platforms. To thrive in this environment, marketing teams are adopting new production tools and strategies to boost creative output without sacrificing quality. The State of Ad Creative Report takes a deep dive into how leading brands and agencies are navigating these challenges while driving performance through more efficient creative production.
Adapting to content demands
Marketing teams need to produce creative assets for a wide range of platforms, including social media, email, display, and video ads. However, the sheer volume of content needed to stay competitive has led to bottlenecks. As Tanja Užmah Mosquera, Senior Director of Marketing at Celtra, explains, “Marketers can’t have it all — fast, low-cost, high-quality production — and they often get overwhelmed by these content demands.”
To counter this, brands and agencies are leveraging automation and moving away from outdated, linear production processes. The report shows that teams who align both creative and media from the outset are able to make more informed decisions and produce more effective campaigns. By integrating data and insights into their workflows, marketing teams are better equipped to create personalized, high-performing ad creative that connects with audiences.
The role of AI and automation
One of the most significant trends highlighted in the report is the rise of AI and automation in ad-creative production: 73% of the 111 respondents surveyed said they already use generative AI tools for design and production, and many anticipate the role of AI in their workflows to grow.
AI-driven creative automation is streamlining collaboration across departments, allowing teams to work more efficiently and scale their efforts. Marketers are using AI to generate, personalize, and optimize ad creative faster than ever before, leading to better-targeted campaigns and improved business outcomes.
“AI and automation are allowing marketers to do more with less,” Mosquera said. “Rather than relying on a single creative, teams can now address personalization and targeting needs with a variety of assets, ultimately increasing their chances of success.”
Creative goals and new formats
As marketers head into 2025, they are focusing on enhancing the relevance and personalization of their ad creative. According to the report, 67% of respondents aim to expand their use of AI and automation, while 66% are focused on improving the overall quality of their ad creative.
Brands and agencies are also embracing diverse formats, with social media ads, email ads, and display ads dominating the mix. However, more experimental formats like AR/VR and interactive ads remain underutilized due to higher costs and complexity. These emerging formats represent an opportunity for future growth as technology evolves and becomes more accessible.
Budget realities and the hybrid model
Despite the growing importance of creative quality, budgets remain a challenge. The report reveals that most brands and agencies allocate 40% or less of their budgets to creative production and optimization, a figure that reflects shrinking marketing budgets across the board.
To address these financial constraints, many teams are adopting a hybrid production model that combines in-house talent with external expertise. This approach allows brands to maintain control over their creative while tapping into specialized skills for more complex projects. “The hybrid model is gaining traction because it offers the flexibility and innovation brands need to stay competitive,” Mosquera added.
Looking ahead: The future of creative production
The State of Ad Creative Report underscores the importance of data-driven creative, AI, and automation as essential tools for driving the future of digital advertising. As marketers look to 2025 and beyond, those who embrace these technologies and integrate them into their workflows will be better positioned to meet the growing demand for high-quality, relevant, and personalized ad creative.
In conclusion, the report reveals a clear path forward for brands and agencies. It seems that the teams that will focus on leveraging data on top of adopting AI and automation will be the ones able to overcome production bottlenecks, optimize creative output, and ultimately drive better business outcomes in an increasingly competitive digital landscape.