Last month, IAB Europe and TikTok hosted a roundtable discussion to explore the impact of creative content looking at how it can be used as a mechanism for success, and how AI can help creativity to scale. Featuring experts from GroupM Nexus, Glo Motion Studios, Spark Foundry, Social Element Agency, TikTok, and IAB Europe, the session explored how brands, creators, and agencies are navigating creativity and what we can expect next.
The insights gathered during this discussion will form part of a comprehensive Playbook that IAB Europe and TikTok will release in Q1. The Playbook will offer actionable guidance and strategies to help industry stakeholders leverage creative content effectively.
Here are some of the themes we explored:
With attention spans shrinking and users empowered to skip content, the bar for engagement has never been higher. The group discussed how creativity today must deliver instant impact, but also adapt to more long-form, audience-interactive approaches.
It was also discussed how campaigns now demand channel-specific strategies, where creativity and media planning converge, and how performance marketing is becoming more dependent on high-quality creativity to achieve its goals.
The conversation then shifted to the rise of creators and how they have redefined how brands connect with audiences. Once focused on long-form content, creators have evolved to meet the demands of dynamic, short-form platforms.
“Creators are synonymous with community,” said one participant. “They live and breathe the audience’s world, making them invaluable partners in relaying a brand’s message.” However, it was suggested that this approach isn’t without challenges and that agencies play a critical role in ensuring safety and aligning brand objectives with creator-driven campaigns.
Finally, authenticity remains a buzzword, but the discussion revealed a deeper shift toward relatability. Consumers increasingly demand value exchanges from content, which for brands, means staying consistent while remaining brave enough to take risks.
AI emerged as both a tool and a topic of debate. While it has revolutionised operational aspects of advertising, like audience targeting and campaign measurement, it also acts as a co-pilot in the creative process. AI can refine ideas, generate novel concepts, and democratise creativity by lowering barriers for small brands. However, the consensus is clear: AI isn’t replacing human creativity but augmenting it.
As the boundaries of creativity, technology, and performance marketing blur, the central takeaway is: creativity thrives on collaboration, authenticity, and a willingness to adapt. Whether through creators, AI, or data-driven insights, the future of digital advertising will rely on blending art with science to forge meaningful connections.
Stay tuned for the release of the Playbook in Q1, where these insights and more will be shared in greater detail to help guide the industry forward in creativity and innovation.
