Marketers Using AI for Performance Success

Media and audience intelligence have had objective measurement standards for nearly a decade. Creative has not.  Creative Intelligence is the ability to collect, structure and analyze creative decisions against brand performance data, media and sales and apply what that produces to keep improving assets for effectiveness and engagement. Winterberry Group's newest white paper examines the market's maturity in putting this discipline into practice.  Download the paper for full insights: https://hubs.la/Q04yw3JB0 #WinterberryGroup #CreativeIntelligence #MarketingStrategy

Platform-native tools are driving much of the recent progress in marketing measurement. Winterberry Group's newest white paper finds that 93% of brands use platform-native tools and for 84% of brands, these tools are now a core part of the measurement stack. Download the paper for full insights: https://bit.ly/3VvpuuF #WinterberryGroup #MarketingMeasurement #MarketingStrategy

Many thanks to VidMob for sponsoring our recent White Paper, Creative Intelligence: Adopting & Operationalizing Creative Intelligence. Access the full paper: https://bit.ly/46s5ICP

📈 31% of marketing leaders now prioritize creative optimization over personalization and measurement. Creative Intelligence is transforming how we predict performance, optimize in real-time, and measure true creative impact. Get the insights: https://bit.ly/46s5ICP #WinterberryGroup #CreativeIntelligence #MarketingROI

💡 The marketing landscape is transforming. Are you ready? Winterberry Group's Annual Outlook 2026 reveals critical insights on: - AI's foundation problem and the agentic adoption reality - How media consumption patterns are fundamentally shifting - The forces reshaping ad tech, search, and agency models Get the full insights from Winterberry Group. 👉https://bit.ly/4qwUnJH #WinterberryGroup #MarketingOutlook #Outlook2026 #MarketingTrends #AIMarketing

It was great to partner with Analytic Partners on our most recent White Paper, Creative Intelligence: Adopting & Operationalizing Creative Intelligence. Download the paper now: https://bit.ly/46s5ICP

🧠What’s next for the marketing and advertising landscape in 2026? Winterberry Group's Annual Outlook uncovers the pivotal trends defining marketing and advertising—from advancing AI capabilities to evolving consumer engagement strategies. Learn how forward-thinking brands are positioning themselves for success. Download the full report to stay ahead of the curve. 👉 https://bit.ly/45geJyq #WinterberryGroup #MarketingOutlook2026 #IndustryTrends #AIMarketing

Life sciences marketers are optimistic about AI's potential, and precision marketing is emerging as the primary platform for activation. 37.5% expect effectiveness gains as AI's primary benefit, while 29.2% anticipate cost efficiency improvements. Nearly all agree that marketing workflow automation is where AI will deliver value. Download the full paper: https://bit.ly/4tcoKXm #LifeSciences #PrecisionMarketing #WinterberryGroup

Winterberry Group's earlier research on Creative Intelligence outlined predictions about the market's trajectory. The latest paper allows us to confirm the accuracy. Demystifying Creative Intelligence (June 2025) predicted adoption would start where creative data is most accessible and spread outward. Both that paper and Adopting and Operationalizing Creative Intelligence (January 2026) positioned adoption as much an organizational transformation as a technical one, a view this latest maturity curve confirms. Download the paper for full insights: https://hubs.la/Q04yxmJL0 #WinterberryGroup #CreativeIntelligence #MarketingStrategy

The third installment of Winterberry Group Creative Intelligence series of reports is now complete. Focusing on the rapid adoption of creative data and analytics solutions, the survey of 200 brand marketers informed us the brands are all leveraging tools to enable the improved use of creative engagement techniques across pre-flight, in-flight, measurement and optimization of campaigns. They are just not consistent about it. Among the barriers to leadership (full maturity) are closing the loop between strategy, testing, the ability to optimize and as importantly organizational design! I would like to thank our sponsors for their assistance with the paper and the valuable insights they provide Smartly, Adobe, Vidmob, VideoRunRun, NewForm and APR Strategic Consulting.