# The CMO Guide: Improving Media Efficiency Through Creative Attention

#### Download the Report

Ads work best when people pay attention. If audiences aren’t engaged, then advertisers are already starting from behind. It’s why marketers test creative before they launch campaigns - it helps to gauge the potential impact of their ad, and ensure they’re putting their best foot forward.

So what happens after pre-campaign testing? When the ad is live in real-world situations? Is there a difference between pre-campaign performance and in-market attention? And importantly, how can creative performance guide media placement, and flag signs of creative wearout?

**Download the report to find out:**

- How to plan media placements based on creative performance

- How wear-out and wear-in differ based on creative strength

- How to optimize campaigns in-flight based on creative performance

Download The CMO Guide: Improving Media Efficiency Through Creative Attention.