Creative quality strongly correlates with ROI

An overview of results from a report that compares WARC’s ROI database to System1’s Star and Spike Rating metrics, to examine the role creative quality plays in driving Return on Marketing Investment (ROMI).

In this report, data from WARC and System1’s databases were compared to examine the relationship between creative quality, benchmarked by System1’s star and spike ratings, and return on investment. 304 ads from System1’s database were matched with relevant ROI figures from WARC’s database, averaging WARC’s ROI figures for each Star/Spike group.

The findings reveal a clear correlation between creative quality and ROI. Ads with higher Star ratings, indicating a higher predicted long-term brand share growth based on creative quality, achieved significantly higher revenue and profit-based ROI figures compared to those with lower ratings. For instance, ads rated ‘good’ (3 stars)...

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