How managing creative attention for brand growth can drive outsized outcomes

Max Kalehoff

Examination from Realeyes of 42 YouTube ad creatives across seven major CPG brands, with the goal of demonstrating the efficacy of Creative Attention to model efficiency and share of voice (SOV).

Two of the top growth concerns of advertising leaders are efficiency and share of voice (SOV).

Greater advertising efficiency can drive cost savings and profitability, and also unlock opportunities for capital reinvestment. Greater SOV, particularly among market leaders who exploit disequilibrium by outspending their competitors, can drive a relative effect on sales market share.

However, within managing for growth, margin or both, advertisers often thwart their potential by over-relying on media and channel spend as sole inputs into marketing performance models.

What’s missing? The almighty creative.

Creative’s role in campaign performance

Creative is perhaps the most important determinant to advertising...

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