Creativity is the Biggest Missed Opportunity in TV Advertising

Tim Cross 05 April, 2023 

Brands have gotten very good at optimising media, but money is being left on the table by not optimising creativity says Joel Wilkinson, Senior Director of Brand Solutions at Finecast. And serious money is being left on the table as a result, since research shows that creativity is one of the biggest drivers of ad effectiveness.

In this interview, Wilkinson also discusses TV’s role in commerce media, and how this feeds back into creative optimisation. Filmed at New Video Frontiers 2023 in London.

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About the Author:

Tim Cross is Assistant Editor at VideoWeek.
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