Meta Business, Innovation and Technology Podcast16 Huhti 2025

Unlocking Creative Effectiveness: The Most Effective Creative Levers From a Pathbreaking New Study

On this episode, Jane Ostler, EVP of Global Solutions Marketing and Thought Leadership at Kantar, joins Shekhar Deshpande, Head of Strategy, Global Clients, at Meta. They discuss how brands can create high-impact advertising by integrating creative effectiveness with data-driven insights.

Key Takeaways:

(04:28) Data removes guesswork and reveals useful insights.

(07:08) Creative quality strongly affects advertising profitability.

(11:38) Experts and AI must work together for insights.

(13:59) Human connection boosts ad impact by 81%.

(15:50) Marketers often undervalue humans in advertising.

(17:59) Blending brand and product improves ad results.

(21:01) Phones are today's most personal ad platform.

(23:57) Quick cuts are now used in traditional media.

(26:41) Consistent visuals make brands more memorable.

(31:52) Data helps accurately predict ad performance.

(35:02) AI speeds production but doesn't ensure strong ads.

Resources Mentioned:

Jane Ostler
https://www.linkedin.com/in/janeostler/

Kantar | LinkedIn
https://www.linkedin.com/company/kantar/

Kantar | Website
https://www.kantar.com/

Shekhar Deshpande
https://www.linkedin.com/in/shekhardeshpande/

Ad Age Report on Creative Effectiveness
https://adage.com/article/special-report-cannes-lions/research-meta-kantar-and-creativex-announces-new-era-storytelling/2568276

Meta
https://www.linkedin.com/company/meta/

#innovation #technology #genz #metaverse #socialmedia #socialmediamarketing

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