Creative still powers advertising’s sales impact – but brand is growing in importance

Stephen Whiteside

Creative is still vital to boosting sales, but brand has an increasingly important role in driving the results of advertising, a study by insights provider NCSolutions has found.

Creative is still the most important advertising component for driving short-term sales growth, but the role of brand has increased in the last few years.

These insights emerged from a study by NCSolutions, the research firm, that drew on analysis of the short-term sales lift generated by television and digital ads in 450 campaigns. And many of the findings could be compared with equivalent work published in 2006 and 2017, providing a viewpoint on the variation in contributors to ad effectiveness across time.

Creative is still number one

Creative remains the number one driver of sales impact, NCSolutions found, with...

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