Long-term, structural factors like brand size and budget account for over half of advertising's return on investment (ROI), according to research from Nielsen.

Why it matters

Advertisers need to recognise that long-term factors play a major role in ROI and that the relative importance of short-term factors differs across categories.

Short-term creative factors like duration and copy quality influences just 13% of ROI across the 11 categories analysed. However, this rises to 20% in the tech & comms and retail categories.

Takeaways