Why Creative Is the Baseball in the Advertising Game

Happy baseball season!  

How a simple sports analogy reveals the overlooked power of creative in the ad tech supply chain

When we think of digital advertising, the conversation often revolves around data: audience segments, targeting precision, and algorithmic delivery. But at ResponsiveAds, we believe there’s a major player that often gets overshadowed in this lineup—the creative itself.

To help explain the crucial role creative plays in advertising success, let’s turn to America’s favorite pastime: baseball.

The Creative Supply Chain, According to Baseball

Imagine every ad as a game in motion. In this game, the creative is the baseball—the object that gets touched, thrown, hit, and ultimately determines the outcome of the play.

Let’s break down the lineup:

• The Ball Manufacturer = The Brand

Just like a brand chooses the materials, stitching, and shape of a baseball, they determine the messaging, tone, and design of their creative. This is the foundation. A flimsy ball—or a weak creative—won’t fly far, no matter how hard it’s hit.

• The Pitcher = The Agency or DSP (Demand Side Platform)

The agency or DSP is responsible for “delivering” the creative. They decide the strategy, targeting, and delivery mechanics—whether it’s a fastball (retargeting), curveball (lookalike audiences), or slider (geo-targeted placements). Their job is to get the creative over the plate and in front of the user.

• The Catcher = The Publisher & SSP

The publisher’s page is where the creative ultimately lands. If the creative doesn’t grab the attention of the batter, it ends up right in the catcher’s mitt (like an SSP, the mitt provides a soft landing in the catcher’s hand — the publisher). They’ll toss the data back to the DSP, and the cycle starts again. 

• The Batter = The User

The end user is the one you want to engage. When they see a compelling ad and interact—click, tap, watch, shop—it’s like hitting the ball. If the creative is truly high-impact, it might be a solid base hit. Or better yet, a home run.

• The Outfield = The Feedback Loop Back to the Brand

Once the ball (or creative) is hit, it’s up to the outfield to return it to the brand—just as insights, conversions, and engagement metrics are sent back to inform future campaigns.

So Why Does the Ball Matter So Much?

Because everything in this game revolves around the ball. Without it, there’s no pitch, no swing, no play. And not all balls are created equal. A scuffed, underinflated, or poorly stitched ball won’t go far, no matter who throws it. Similarly, uninspired or poorly designed creative can drag down even the most data-driven campaign.

In fact, industry leaders like Comscore have found that creative is up to 4x more effective than targeting when it comes to driving results. That’s why it’s critical to treat your creative not as an afterthought, but as a core asset—one that can make or break your entire strategy. Of course, bad targeting is like a wild pitch. But the user needs to keep their eye on the ball in order to hit it. 

How ResponsiveAds Steps Up to the Plate

At ResponsiveAds, we’ve spent years refining the way brands and agencies handle creative at scale. We know that in today’s omnichannel world, your ad needs to fit every screen, every format, and every placement instantly. That’s why our platform focuses on:

• Automatic Resizing – so you can cut production time tenfold.
• No-Code Creative Workflows – so teams can build and launch faster.
• Pixel-Perfect Design – for a seamless brand experience across the board.
• Fluid Creative Templates – that adjust dynamically, no matter where the ad appears.

We make sure your creative is built like a pro-grade baseball—fast, durable, versatile, and optimized for impact. Because when the creative is that good, users can’t help but swing.