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On the other hand, and for greater efficiency, it is advisable for brands to use a flexible framework for creativity for their digital campaigns, rather than static templates. In addition, it is recommended to be agile in offers and promotions in order to be able to adapt in real time to the circumstances and needs of consumers. This is something that many companies in the automotive, telecommunications and travel sectors, among others, already do.

Along with all of the above, it is important to apply contextual relevance to creatives number data to execute creative concepts, which based on physical and digital factors, and created with additional layers of data about the individual consumer, gender, education, income, children etc., create personal relevance.

Finally, I would highlight the role of long-term personal relevance . A factor that maps each point of contact with the brand throughout the consumer's life, thus allowing advertisers to always be able to treat people as individuals.

What role does measuring the effectiveness of these creatives play in the process.