Distribution
Why distribution is the new creative advantage
By RELAID Research
Good creative is cheap and fast now, so the asset is no longer the scarce resource. The advantage is the ability to put work in front of the right people, repeatedly, on channels you control.
Creative is no longer the bottleneck
When anyone can generate a competent ad in minutes, polish stops being the differentiator. The brands that win own where the work lands, not just how it looks.
Distribution compounds, creative decays
A single great ad has a short life. Owned audiences, channels, and data keep paying out long after a campaign ends. That is where durable advantage now lives.
Treat distribution as the product, not the afterthought. The brands building owned reach today will not have to rent attention tomorrow.