In the early days of digital, when online advertising was just beginning, the sentiment that “none of this stuff works anyway” was fairly pervasive. It’s morphed somewhat over the years to take on various forms like, it’s the audience, or target, or placement that matters most. But, despite the digital ecosystem eventually maturing away from bad formats like flashing pop-ups and boring 468×60 display banners, that remnant pessimism is still pervasive.
Now, two recently released studies by Analytic Partners and Nielsen Catalina Solutions incontrovertibly disprove those beliefs and should encourage us to give creative the time and attention it merits.
1. The first study by Analytic Partners, “The ROI Genome: 2017 Marketing Intelligence Report,” examined $430B dollars of media spend across 43 countries. Leaning on structural equation modeling, they found that creative accounted for ⅓ of the ROI of display advertising ad ⅔ of the ROI of video advertising.
2. The second study, an analysis of 500 CPG campaigns by Nielsen Catalina Solutions found that creative accounted for 49% of the sales contribution. Furthermore, it emphasized the importance of quality. Strong creative accounted for 89% of the sales contribution, versus weak creative, which accounts for only 16% of sales contribution.
So, creative skeptics remain..at their peril. The evidence suggests otherwise and not fully committing to creative has repercussions for the bottom line.
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