2025广告营销行业创意智能研究报告：在媒介、受众与创意交汇点提升营销效能

CREATIVE INTELLIGENCE ENHANCING MARKETING EFFECTIVENESS AT THEINTERSECTION OF MEDIA, AUDIENCE AND CREATIVE ACKNOWLEDGMENTS This report would not have been possible without the significant contributionsof the hundreds of marketing industry leaders who contributed their time and Additionally,we recognize the support and contributions of those companieswhose sponsorship made this research possible,including: ASSOCIATION SPONSORS PREMIER SPONSORS SUPPORTING SPONSOR FOUNDATIONAL SPONSORS NOTICEThis report contains brief, selected information and analysis pertaining to the advertising, marketing and technology industries and has been prepared by Winterberry Group. It does not purport to be all-inclusive or to contain all of the information that a prospective manager, investor or lender may require. Projections and opinionsin this report have been prepared based on information provided by third parties. Neither Winterberry Group nor its respective sponsors make any representations orassurances that this information is complete or completely accurate, as it relies on self-reported data from industry leaders—including advertisers, marketing serviceproviders, technology developers and agencies. Nor shall any of the foregoing (or their respective officers or controlling persons) have any liability resulting from the ABOUT THE PAPER This research’s purpose is to provide insight into the rapidly evolving marketingintelligence ecosystem and the role of creative intelligence in driving This paper attempts to frame the opportunity for amplifying media and audiencecapability with a specific focus on the trends and dynamics shaping the state of In the process of developing this paper,Winterberry Group surveyed over 200senior brand marketing and agencies executives,data,analytics and technologythought leaders across the US and UK,conducting in-depth interviews with The result is an evidence-based examination of the current state and emerging WINTERBERRY GROUP AUTHORS Bruce BiegelSenior Managing PartnerMichael HarrisonManaging PartnerCharles PingManaging Director EMEAIlisia ShukeDirectorAshleigh MahabirAnalyst TABLEOF CONTENTS 17Section IV. Barriers to Success in 06Executive Summary 08Section I: Creative Intelligence:Marketing’s Underleveraged Growth Inhibitors People, Process and Technology The Evolution of Marketing IntelligenceThe Missing Piece: CreativeWhat Creative Intelligence Is – and Isn’t 23Section V. Outlook for A Transformational Shift, Powered by AI andData IntegrationWhat’s Next: Short-Term Trends andLong-Term VisionWhat Will Drive Market Adoption? Four Forces 11Section II. The Evolution of Creative The Historical Divide: Media and CreativePhase One: The Early Digital Era 26Methodology 12Section III: Creative Intelligence-Improving Marketing Effectiveness 28About the Sponsors & WG The Problem: Creative Lacks a MeasurementStandard The Solution: Apply Creative Intelligence Acrossthe Full Marketing LifecycleImplications for Brands vs. Agencies TABLESAND CHARTS 19Figure 8.Despite High Perceived Importance,Only 54% Say Their Organization MeasuresCreative LTV Very Effectively 09Figure 1.Nearly Half Of Respondents Equate Creative Intelligence With The Ideation Process, Not 20Figure 9.Creative Intelligence Is Expected ToBe Led By Marketing Strategy And Operations 10Figure 2.Both Brands And Agencies PrioritizeAlignment And Measurement,But Agencies Place 21Figure 10.Sales, Finance, And Cross-teamAlignment Emerge As The Top Barriers To 13Figure 3.Marketers Prioritize Creative QualityAnd Brand Impact As The Leading Indicators Of 22Figure 11.Cost Control, Speed, AndCompliance Are The Top Operational Barriers To 15Figure 4.Creative Quality Is UniversallyValued; Brands Focus More On Conversions; Agen- 23Figure 12.Creative Quality Is UniversallyValued; Brands Focus More On Conversions; Agen- 16Figure 5.Creative Intelligence Is Seen As MostImpactful For Understanding Brand Awareness And 24Figure 13.Both Brands And Agencies Face TheSame Barriers — Attribution Complexity, LimitedResources, And Lack Of Standard Metrics 17Figure 6.Nearly All Marketers View Measur-ing The Lifetime Value Of Creative Investments As 18Figure 7.Marketing Strategy And OperationsLead For Both Groups, But Agencies Favor External EXECUTIVE SUMMARY Global media spend on advertising is expected to reach $1.12 trillion by 2026.Creativeand content investments are keeping pace—projected to exceed $140 billion,growingat a 10%CAGR since 2023. But this growth brings with it a new operational reality:more than 5 trillion creative assets are now being produced annually,not including This content explosion reflects a fundamental shift. While theindustry has historically prioritized optimization of media andthe development of robust audience data,creative—the elementthat drives up to 40–70% of campaign performance—hasbeen largely undervalued and undermeasured. The recentacceleration of AI adoption, the maturity of audience