In the ever-evolving landscape of advertising-supported media, staying ahead of the curve and capturing the attention of audiences is a perpetual challenge. In today's dynamic marketplace, the role of innovation and creativity in advertising cannot be overstated. To gain a deeper understanding of what defines innovation in advertising-supported media, The Myers Report, in partnership with major media agencies, the Association of National Advertisers (ANA), and the American Association of Advertising Agencies (4A's), conducted a survey in July/August 2023. This survey collected insights from 3,400 agency professionals, and among them, 36% identified "Provides innovative and creative opportunities" as one of the four most key factors influencing their media planning and buying decisions and recommendations.
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