Today’s blog from Cumulus Media | Westwood One’s Audio Active Group reviews the annual study it commissions from Advertiser Perceptions in which it surveys brands and media agencies on the sales contribution of five advertising effectiveness factors: brand, creative, reach, recency, and targeting. As in the past marketers and media agencies massively
understate the immense sales effect power of creative. Some 122 marketers placed creative as the third most important contributor toward driving sales behind targeting and brand. But the reality based on analysis of 450 ad campaigns indicates creative is far and away the most important driver of sales. Both marketers and agencies place the greatest importance on targeting. Experts caution that too narrow targeting is ineffective. See the full blog post here.
MONDAY, MARCH 23, 2026
