User acquisition advertising is evolving rapidly. Every quarter for the last few years, either Facebook or Google has made significant changes to their platforms that make it more and more possible to automate user acquisition advertising. Because these changes are available to everyone, competition has increased. Any competitive advantage that third-party ad tech tools had given is gone.
The last thing the machines have not automated or started to automate – creative – ends up being a UA manager’s last competitive advantage.
This makes every aspect of creative vital to success.