The digital advertising ecosystem is evolving, driven by people’s concerns about data privacy and bolstered by legislation regulating how data can be collected and used. Yet consumers still crave connection with products and services that bring value to their lives. How can advertisers and marketers strike a balance?

Steven Moy, CEO of advertising agency Barbarian, interviews Tatiana Peck in this special episode of the Meta Business, Innovation, and Technology podcast. Tatiana is a Strategy & Insights Lead in Marketing Science Research for Meta’s Creative Shop, and she shares how creative is still the most important lever advertisers have to drive business outcomes.

Tatiana explains three primary digital strategies that empower creative to generate meaningful impact. Advertisers should: (1) embrace interactivity to build two-way relationships with customers, (2) broaden messaging strategies to appeal to a wider variety of interests and motivations, and (3) implement messaging across the funnel to capture intent at any stage of the customer journey.

After you listen, connect with Steven Moy and Tatiana Peck on LinkedIn. Learn more about Steven’s agency, Barbarian, by visiting WeAreBarbarian.com.