Poor data application in the creative process is leading to a significant wastage in digital ad spend, according to The Interactive Advertising Bureau (IAB) Singapore’s Measurement, Standards & Data Committee in its latest white paper, Creativity Inspired by Data.

As the region’s digital ad spend grows, consumer data has become a massive by-product for brands, but lack of training in digital and data related skills is a key barrier to campaign success.

Much of this can be attributed to brands appointing multiple agencies that end up working in silos focusing on distinct and individual KPIs. The lack of digital collaboration ultimately results in wasted advertising dollars.

To encourage a data-driven approach, it is imperative on brands to leverage a Creative Communications Process framework across the entire campaign development process

Contributors include Outbrain, S4M, Blis, Blippar, Facebook, Google, Ogilvy & Mather, Singapore Press Holdings, Oath, APD, Mindshare and MinerLabs.

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