Is creation the weakest link in your campaigns? What we often forget in the race for success

Budget, targeting, auctions... When we talk about marketing performance, the same levers often come up. But one crucial element is too often overlooked: visual creation.

In a world dominated by automation (Performance Max, Advantage+, etc.), However, the creation is the first element that the user sees. It can make all the difference between a click and a scroll.

In this article, we explain why your visuals may be the weak link in your campaigns, and how online retailers can regain control of this lever.

Creation is decisive for your performance

• Creative quality is responsible for 56% of a campaign's performance.
• google Asserts that 70% of the performance of a YouTube Ads video comes from the content itself, not from the targeting.
• And yet, the majority of advertisers continue to prioritize auctions or audience... instead of the visual experience served.

Creation is often perceived as a soft, subjective variable. But it is objectively measurable via its impact on CTR, bounce rate or ROAS.

Automation puts pressure on visuals

With the rise of automated formats like Performance Max (Google) or Advantage+ Shopping (Meta), the rules have changed:

• Media buying is managed by AI.
• Targeting is aggregated.
• Differentiation is achieved through The creation.

Without varied and contextualized creations, algos wear out quickly.

These formats Expect advertisers to provide :

• Several images, videos, headlines.
• Variations by audience, channel, season.
• A volume of content to feed the tests.

In reality, many recycle the same generic visuals across all channels. The click rate is falling, the costs are increasing, the relevance is decreasing.

Visuals that are too poorly contextualized

Let's take a simple example: a lawn chair.

• Shown on an urban balcony, she is talking to a city dweller.
• Presented in a green garden, it is aimed at a different audience.

But even today, 90% of the visuals produced are generic :

• Same colors, same decor, same angle.
• No connection to the audience, the moment, or the channel.

This prevents true personalization. However, contextual relevance is one of the most powerful conversion levers.

Production often created in excess

The reasons are well known:

• Internal teams are overloaded.
• Agencies are slow and expensive.
• Formats are exploding (image, carousel, video, 9:16, 1:1, 4:5...).

In short, creative production is The bottleneck :

• Too few visuals.
• Not enough variation.
• Few real tests.

The solution? Linking visuals and product data

The coming revolution is based on a simple principle: Link creation to product flow.

A visual that automatically adapts to each product, to each audience, to each season.

This would allow:

• To create visuals en masse, without sacrificing quality.
• To use product data to personalize (name, promo, color, context).
• To continuously test what works best (staging, message, angle).

We are entering the era of “Creative feed” : a creation based on data.

We will soon explain to you how to do it...

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In a world where everything is automated, creation remains the Lever number 1 for differentiation. However, it is still too often managed as a secondary detail.

👉 Don't let your visuals get in the way of your performances.

From automated formats to demanding audiences, the battle is over relevance, personalization, and visual responsiveness. And it all starts with intelligent design, connected to your product data.

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