• White paper demonstrates how brands can harness data to influence the creative communications process
  • The key is to foster a data-driven philosophy across teams


Singapore, 9 April 2018 – 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.

Research by Adobe Digital Insights reveals that gaps exist in the applications of data-led creativity in digital campaigns for Asia Pacific. 65% of 18 to 34-year-olds prefer ads based on their interests, with a third of the same demographic believing advertisers can do better in personalisation.

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.

“The challenge in tailoring digital campaigns lies in recognising where data originates and how they influence creative briefs to develop highly relevant and engaging content. Especially in Southeast Asia, where programmatic is only beginning to take off, brands must be quick to pick up on key learnings, ensuring advertising budget drives toward achieving business bottom lines,” said Miranda Dimopoulos, CEO & Ambassador to SEA, IAB Singapore.

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

“As data-driven marketing becomes the new normal, it is important to advocate data-inspired creativity among marketers, agencies and brand owners. Using the Creative Communications Process framework, digital campaigns can be readily optimised with insights from the data signals around us, to develop engaging and impactful creative platforms and campaign ideas,” said Deepika Nikhilender, Senior Vice President, Xaxis Asia Pacific.

Creativity Inspired by Data accounts for current industry needs, with contribution by senior representatives from BBH, Twitter, Digimind, Xaxis, Wavemaker and Unruly.

To get a copy of the Creativity Inspired by Data white paper, click here.



About IAB Singapore

Since 2010, the Interactive Advertising Bureau Singapore (IAB SG) has been actively boosting the profile, positive perception, and growth of digital advertising throughout the region.

The IAB Singapore is a not­-for-­profit association that represents the online advertising industry in SEA. IAB Members and The Board comprise publishers, platforms, ad tech vendors and media agencies operating in the region. As a connected network, they truly represent the evolving online ecosystem in this region and offer world-class expertise to position Singapore as the digital business hub of SEA. Their vision is to be the primary resource to grow investment in digital advertising.


Matthew de Bakker
Mutant Communications for IAB Singapore
[email protected]
+65 6221 7239