{"id":4738,"date":"2025-05-26T19:28:23","date_gmt":"2025-05-26T19:28:23","guid":{"rendered":"https:\/\/hamak.ca\/la-creation-un-levier-de-performance\/"},"modified":"2026-08-06T13:49:17","modified_gmt":"2026-08-06T13:49:17","slug":"la-creation-un-levier-de-performance","status":"publish","type":"post","link":"https:\/\/hamak.ca\/en\/la-creation-un-levier-de-performance\/","title":{"rendered":"Creative Work: A Performance Driver"},"content":{"rendered":"\n

Why Creative Quality Is a Must in Digital Advertising<\/strong><\/h2>\n\n\n\n

“The right message, to the right person, at the right time.” This well-known formula from direct marketing has lasted for decades. Made popular in the 1990s by figures like Lester Wunderman, it still sums up the basics of a marketing strategy that works: getting the right fit, personalization, and timing.<\/p>\n\n\n\n

This way of thinking still holds up more than ever, but the world it applies to has changed a lot.<\/p>\n\n\n\n

As third-party cookies disappear, data privacy rules keep changing, and ad campaigns become more automated, media targeting is losing precision. Against this backdrop, creative work in advertising<\/a> is taking center stage: it needs to grab attention, drive engagement, and spark action.<\/p>\n\n\n\n

This shift is part of a bigger trend, summed up by the saying “Creative is the new targeting.” As precise targeting becomes harder, platforms like Meta lean on the power of their algorithms to automatically match the best content with the right audiences. This means results no longer depend only on how precisely you target, but on the quality and range of the ads themselves. Strong visuals, genuine messages, and well-suited formats are becoming new ways to reach the right users, while algorithms handle delivery based on the engagement they see. In other words, getting it right isn’t just about the audience you choose upfront. It also depends on how well the content connects with that audience downstream.<\/p>\n\n\n\n

A Shift Meta Confirms\u00a0<\/h2>\n\n\n\n

The advertising giant confirms it: creative quality is what drives performance.<\/p>\n\n\n\n

“Creative quality is the most powerful contributor to sales, responsible for 56% of campaign ROI.”
<\/strong> \u2014 Meta for Business \u2013 High-quality creative increases ad ROI<\/a><\/p>\n\n\n\n

“US advertisers could see a 35%\u201380% effectiveness improvement, on average, by optimizing their Meta campaigns for just four key levers.”
<\/strong> \u2014 Meta for Business \u2013 Study Identifies Strongest Ad Campaign Optimizations in CPG Industry<\/a><\/p>\n\n\n\n

A New Direction for Creative Work<\/h2>\n\n\n\n

This calls for treating creative work as a performance driver, beyond just looking good.<\/p>\n\n\n\n

A good creative should:<\/p>\n\n\n\n