So I have no idea what it is like on PC or Xbox but on PS4 right now in the most popular campaign (Scourge) there is one faction (blue) that is completely dominating the other two in scoring which has drastically reduced any fun or pride derived from alliance competitiveness. I think this tremendously hurts pvp overall and you have people switching alliances left and right with no sense of alliance loyalty or pride which detracts from the fun of PVP. Any strategy to try and win the campaign deteriorates into AP farming and people running around solo not at all contributing to their alliance (myself included). Or people from the losing sides leave the campaign altogether (which is why Haderus has two bars of red and yellow but none of blue). I think people being able to have characters on different alliances on the same server is stupid, but that won't change and I understand why some groups would want to switch in order to find more competitive play (sick of just beating on red and yellow all the time if you're a blue).

In theory, the two alliances way behind the first should team up on the 1st place alliance and that would even things. So why don't they? It's a battle for second place I suppose but also for AP reasons like maybe there is more AP to be gained from going to farm yellows somewhere than try and take keeps from blues. I think one thing that would go a long way toward making more fun and competitive campaigns would be if players and keeps/resources/scrolls/outposts of the winning alliance were worth double the AP of anything else. This would further encourage players to fight the leading alliance together and would possibly prevent one alliance from totally dominating a server. The more skilled alliance would still win but at least it would make for a little more competition between alliances leading to healthier campaigns.

TL;DR: double AP gained from players/keeps/resources/scrolls/outposts of whichever alliance is ahead in a campaign in order to promote healthier and more competitive campaigns.

ALSO, I understand that there are bigger problems with PVP right now, especially in regards to balance, but I just think this could help a lot to improve the Cyrodiil environment.