Smartly×益普索：2026社交媒体创意规模化的五步路径报告：从数量堆砌到质量升级（英文版）（14页）.pdf

1、FROM OVERWHELM TO OPPORTUNITYFive steps to scale social creative impact,not just volume2From Overwhelm to OpportunityIPSOS x SMARTLYHow AI Amplifies Human Intelligence to Scale Creative EffectivenessSocial media is now the single biggest media channel in the world and its projected to attract a quar

2、ter of all advertising spend by the close of 2025.1With this increase in share of total media spend,social has officially become one of the grown-up channels.That shift changed expectations.What began as a performance engine built to convert demand and drive lower-funnel outcomes soon set the creati

3、ve standard for digital more broadly.But as creative scales across channels and contexts,it introduces a new set of challenges for marketers operating in an increasingly fragmented ecosystem.These shifts in media have brought us to a creative inflection point.As platforms multiply and targeting capa

4、bilities grow more precise,digital investment now demands exponentially more creative to perform effectively.The result is that marketers are producing assets at unprecedented scale,with some global brands increasing output tenfold.This surge isnt just about volume for volumes sake.In an integrated

5、ecosystem,brands are learning that scaling asset production,when paired with stronger creative guidelines,drives significantly better performance.Against this backdrop of marketers demanding more of their social ad investments,and in parallel creating more ads than ever before,how can brands effecti

6、vely increase performance and brand effects in social?The answer lies in creative evaluation and optimization data,powered by AI models and capabilities.Addressing this,Ipsos and Smartly have joined forces to share their collective Human Intelligence(HI)+Artificial Intelligence(AI)expertise to help