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The Shift from Bad to Good: A New Era in Media Spending

Working media dollars will transition from concealing poor creative to promoting effective creative.

Apr 21, 2026|3 min read|Social Signal Playbook Editorial

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17

The Claim

“I believe we are going into the era... of the era where working media will be used to amplify good creative.”

Working media dollars will transition from concealing poor creative to promoting effective creative.

Original Context

The assertion that 'working media dollars will shift from hiding bad creative to amplifying good creative' emerges from a broader critique of the advertising industry’s historical practices. In the past, many brands allocated significant budgets to media placements without a rigorous evaluation of the creative quality. This often resulted in substantial expenditures on campaigns that failed to resonate with audiences, driven by a belief that sheer visibility could compensate for poor content. The digital advertising landscape has traditionally favored quantity over quality, with brands often opting for programmatic buys that prioritized reach over engagement. As Gary Vaynerchuk articulated in his 2026 commentary, this approach is unsustainable in an era where consumer expectations are shifting towards authenticity and relevance. The original context highlights a pivotal moment in advertising where brands began to recognize the diminishing returns of poorly conceived creative, leading to a growing demand for more effective, engaging content that resonates with target audiences.

"Because we live in interest media, not social media, you do not need followers to get views."

Gary Vaynerchuk— The Internet Changed… And Most People Missed It

What Happened

Since the claim was made, the advertising landscape has seen a notable shift. Brands are increasingly scrutinizing their media investments, leading to a more strategic allocation of resources. The rise of data-driven marketing has enabled advertisers to assess the effectiveness of their creative in real-time, prompting a reassessment of what constitutes 'good' creative. For instance, platforms like TikTok and Instagram have emphasized authentic storytelling and user-generated content, pushing brands to adapt their messaging to align with audience preferences. Additionally, the emergence of interest-based media has further catalyzed this transition, as brands leverage niche platforms and communities to connect with consumers on a more personal level. This has resulted in campaigns that prioritize engagement metrics over mere impressions, underscoring a collective movement towards valuing quality creative. The shift is evidenced by increasing investments in content creation and storytelling, with brands recognizing that compelling narratives drive better consumer engagement and loyalty.

"The only way to grow a business in 2026 is to win on relevance with as many different consumer segmentations as you possibly can..."

Gary Vaynerchuk— The Internet Changed… And Most People Missed It

Assessment

The assertion that media dollars will transition from concealing ineffective creative to amplifying effective creative holds significant validity in today's marketing landscape. The shift reflects a broader understanding among brands that consumer engagement is no longer a byproduct of mere visibility but rather a function of the quality of the message delivered. As Gary Vaynerchuk pointed out, we are indeed entering an era where the emphasis is on amplifying good creative, a sentiment echoed by numerous industry leaders who recognize that the effectiveness of advertising is intrinsically linked to the quality of the creative itself. This shift is not merely theoretical; it is supported by tangible changes in how brands allocate their budgets and measure success. The increasing investment in storytelling, authenticity, and engagement-driven strategies underscores a collective movement towards valuing quality over quantity. The evidence suggests that brands that prioritize good creative are not only more likely to capture consumer attention but also to foster long-term loyalty and advocacy. As the media landscape continues to evolve, this trend will likely deepen, reinforcing the notion that effective advertising is rooted in creativity that resonates with audiences on a personal level.

"I've never had any North Star that looked like a brand lift study or an MMM or or an a can lion or reports or worst of all, the subjective opinion of my boss."

Gary Vaynerchuk— The Internet Changed… And Most People Missed It

What Has Changed Since

The current state of play reflects a significant evolution in media spending strategies. The proliferation of advanced analytics tools has transformed how brands evaluate creative performance. Advertisers are now equipped with insights that allow them to measure not just reach but also engagement and conversion rates. This data-centric approach has led to a paradigm shift where brands are more willing to invest in high-quality creative, understanding that it can yield higher returns in terms of brand loyalty and customer acquisition. Moreover, the competitive landscape has intensified, with brands vying for consumer attention in an oversaturated market. As a result, there is a growing recognition that poor creative can actively harm brand perception, leading to a more cautious and strategic approach to media spending. The rise of platforms like Substack and Beehiiv, which prioritize quality content and community engagement, further emphasizes the importance of good creative in driving effective media strategies. This context illustrates that the claim is not only relevant but increasingly urgent as brands navigate a complex media environment.

Frequently Asked Questions

What constitutes 'good creative' in advertising?
Good creative is characterized by its ability to connect with the audience emotionally, deliver a clear message, and inspire action. It often includes compelling storytelling, high production values, and a deep understanding of the target demographic.
How has data analytics influenced creative strategies?
Data analytics has enabled brands to assess the performance of their creative in real-time, allowing for adjustments based on audience engagement and feedback. This has led to a more strategic approach where creative quality is prioritized based on measurable outcomes.
What role do social media platforms play in amplifying good creative?
Social media platforms serve as vital channels for distributing high-quality content, allowing brands to reach targeted audiences effectively. Platforms like TikTok and Instagram emphasize authentic, engaging content, pushing brands to innovate and elevate their creative standards.
Are there risks associated with poor creative?
Yes, poor creative can negatively impact brand perception, leading to consumer disengagement and potential backlash. In a competitive market, ineffective messaging can harm a brand's reputation and diminish its market share.

Works Cited & Evidence

1

The Internet Changed… And Most People Missed It

primary source·Tier 1: Official Primary·GaryVee·Apr 1, 2026

Primary source video

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Disclosure: Prediction assessments reflect editorial analysis as of the date shown. Outcome evaluations may be updated as new evidence emerges. This page was generated with AI assistance.

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