I had an old friend come to me and ask me about graphic design and how it’s value has changed. I agreed, though it’s value isn’t changed of itself, advertising has changed.
Modern marketing is comprised of 3 parts: traffic, conversion and economics.
I feel value in advertising has changed because the platforms we use are so personalised to the offer that the creative can be bland/cheap and business owners can still uphold their unit economics as previous years past.
If you send traffic to the wrong person, your offer won’t be a good fit, and multiplied by a poor flow to convert then you’re great creative can’t help all that much.