Is Your Utilization on Point?

You’re producing hundreds—maybe thousands—of assets a year. But here’s the real question:

How many are actually being used?

In creative operations, visibility isn’t just about what’s in progress. It’s about knowing what gets deployed—and what disappears into a folder somewhere, never to be seen again.

This is your asset utilization rate—and it’s one of the most overlooked, high-impact metrics in modern marketing.

Why Utilization Matters More Than Volume

Most teams measure creative output by volume: number of briefs completed, assets delivered, campaigns launched.

But that’s only half the story.

If only 60% of your creative work makes it into a live channel—social, email, web, ads—what happened to the other 40%?

• Was it blocked in review?

• Did the request change mid-flight?

• Did it miss the window?

• Was it created “just in case”?

Every unused asset costs time, budget, and creative energy. And over time, those costs compound.

Track Deployment, Not Just Delivery

To get serious about efficiency, teams need to move beyond “work completed” and into work activated.

That means measuring:

• % of assets deployed across outbound channels

• Average time from delivery to deployment

• Which requesters have the lowest deployment rates

• Which types of assets have the highest (and lowest) utilization

• Cost per deployed asset (not just per produced asset)

Medialake helps teams connect those dots—by unifying creative delivery data with deployment across platforms.

The Overproduction Problem

Overproduction isn’t just about wasted effort—it leads to bloated budgets, burned-out teams, and a disconnect between creative and strategy.

When you know what’s actually getting used, you can:

✅ Cut back on duplicate or redundant work
✅ Align production with real demand
✅ Focus creative resources on what drives value
✅ Plan smarter for upcoming campaigns
✅ Make stronger budget cases with data to back it up

Visibility = Empowerment

The goal isn’t to make teams do less—it’s to help them do what matters.

Utilization data empowers teams to ask better questions:

• Should we really produce 15 variations of this ad?

• Who’s requesting the most unused work?

• Are we building assets that match our activation strategy?

• Where are we seeing the best return on creative investment?

And instead of relying on anecdotal feedback or quarterly post-mortems, you’re working with live insight.

Is Your Utilization on Point?

If you can’t answer that question with confidence, you’re not alone.

But you can get there—without asking your team to log one more thing or fill out one more form.

Medialake gives you clear, real-time visibility into what’s being created, what’s being used, and where you’re getting the most value from your creative investment.

Want to see your true utilization rate?

👉 Book a demo to learn how Medialake is leading the way with visibility and utilization