Why your next campaign should have a Creative Quality Score (according to research on 1m ads)

The volume of content that marketers create is increasing dramatically year over year (with shorter content lifecycles).

High-quality creative drives advertising effectiveness. Nielsen Catalina’s analysis of 500 CPG campaigns found that 49% of a brand’s sales lift from advertising can be attributed to the quality of the creative, while Data2Decisions macro analysis of over 1,500 different advertising profitability levers found that creative quality was a 12-fold advertising profitability multiplier.3

Despite evidence linking high-quality creative to advertising effectiveness, marketers undervalue it. Kantar’s 2020 report into the advertising multipliers that matter found that marketers underestimated the impact of high-quality creative (that has a 12X profitability multiplier) while overestimating the relative impact of targeting and multimedia campaigns (that had...

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