Dell finds creative twice as important as placement for display ads

Maya Yegorova

Creative plays a central role in driving the performance of online display ads, according to research by tech company Dell and agency EssenceMediacom.

Creative is twice as powerful as ad placement in shaping the media performance of display ads, analysis by technology giant Dell and agency EssenceMediacom has found.

“We do know that attention varies by media channels. We're looking at display creative – it's one of the most challenging in terms of attracting attention,” Anthony Miyake, EssenceMediacom’s senior director/analytics and insights, said at the Advertising Research Foundation’s (ARF) Attribution & Analytics Accelerator 2023 conference.

Based on analysis covering more than 10,000 display ads – and that also included various consumer and business-to-business cohorts – Dell and EssenceMediacom found the role of creative...

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