{"id":3781,"date":"2023-03-09T14:23:37","date_gmt":"2023-03-09T22:23:37","guid":{"rendered":"https:\/\/heyadvertising.com\/?p=3781"},"modified":"2023-05-04T13:02:16","modified_gmt":"2023-05-04T20:02:16","slug":"creative-quality-research","status":"publish","type":"post","link":"https:\/\/heyadvertising.com\/hey-news\/creative-quality-research\/","title":{"rendered":"Results Are In: Creative Quality Drives the Most Sales"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner][vc_column_text]<\/p>\n<p style=\"text-align: left; font-size: 24px; line-height: 38px;\"><b>Results Are In: Creative Quality Drives the Most Sales<\/b><\/p>\n<h3><i><span style=\"font-weight: 400;\">We looked at one of the most comprehensive advertising studies done in the last decade to glean nuggets of wisdom for marketers\u2014here\u2019s what we found. <\/span><\/i><\/h3>\n<p>[\/vc_column_text]<div class=\"single_image wpb_content_element align-left    \" data-animation=\"none\" data-delay=\"0\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2.png\" class=\"attachment-full\" alt=\"Creative Quality Drives the Most Sales\" title=\"Creative Quality Drives the Most Sales\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2.png 1920w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2-300x169.png 300w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2-1024x576.png 1024w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2-768x432.png 768w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2-1536x864.png 1536w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Creativityv2-2-1000x563.png 1000w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/div>[\/vc_column_inner][\/vc_row_inner][vc_column_text]<span style=\"font-weight: 400;\">If you&#8217;re like most marketers, you&#8217;ve probably spent a lot of time scratching your head and wondering what makes an ad campaign effective.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Is it the reach? The precision audience targeting? The resonance of the creative? The timing? Repeat messaging?\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">We decided to let the research speak for itself on this one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In one of the most comprehensive advertising industry analyses ever,<\/span><a href=\"https:\/\/ncsolutions.com\/case-studies\/five-keys-advertising-effectiveness\/?fbclid=IwAR2yRdytwF80fPfJ3vRti8wrFBUXo2o_1MLPZS0X9q8vSz2wSW9qYIRXlYM\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">NCS analyzed the results of 500 marketing studies<\/span><\/a><span style=\"font-weight: 400;\"> and another 863 brand campaign studies published over two quarters in 2016 and 2017. The meta-analysis focused on the five key drivers of ad effectiveness:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">creative<\/span><\/li>\n<li><span style=\"font-weight: 400;\">reach<\/span><\/li>\n<li><span style=\"font-weight: 400;\">targeting<\/span><\/li>\n<li><span style=\"font-weight: 400;\">recency<\/span><\/li>\n<li><span style=\"font-weight: 400;\">context<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This report evaluates the sales contribution of these five key drivers, including a separate study that examines the reach of TV and digital for nearly 900 cross-media campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After assessing the results ourselves to see what nuggets of golden wisdom we could glean from this big data dive, here&#8217;s an overview of the essential takeaways from the study.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>The Five Key Drivers Measured in this Study\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Admittedly, an infinite number of confounding variables might influence consumers to hand over their credit card number (or not). But as marketers, we&#8217;d drive ourselves crazy trying to factor in every possible element and circumstance that might affect an ad&#8217;s performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s why marketers focus on five of the most impactful drivers of ad effectiveness over which we actually have some control: creative quality, reach, targeting, recency, and context.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\"><b><img decoding=\"async\" class=\"wp-image-3792 alignnone\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Contribution_Adverising_Element-300x166.png\" alt=\"Pie Chart on Percent Sales Contribution By Advertising Element\" width=\"480\" height=\"266\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Contribution_Adverising_Element-300x166.png 300w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Contribution_Adverising_Element-768x424.png 768w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Contribution_Adverising_Element.png 836w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/b><\/h3>\n<h3><b><br \/>\nCreative (47% sales contribution)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Feats of visionary genius and the power of storytelling come together in creative. Of course, we all know that a great story can captivate an audience, but it&#8217;s often difficult to quantify what makes a creative idea good or bad\u2014especially if creativity isn&#8217;t your forte.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But viewers know intuitively when creative strikes their fancy, which translates into tangible performance quantifiable in dollars and cents.<\/span><\/p>\n<h3><b>Reach (22% sales contribution)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In the age of digital media, brands hope to reach consumers through televisions, computers, phones, and any other number of devices. Reach, not to be confused with targeting, is the number of people a given ad or message touches. Seasoned marketers know reach on its own isn&#8217;t enough to yield impressive ROI, but combined with the other drivers, it&#8217;s a powerful factor in driving sales.\u00a0<\/span><\/p>\n<h3><b>Targeting (9% sales contribution)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Ad targeting enables brands to ensure their message reaches the right people at a time when those consumers are most likely to purchase. One of the most tremendous benefits of digital media is being able to micro-target an ideal audience with pinpoint accuracy. While reach gets your message out to a wide audience, targeting focuses your message on an identified group of people, so you don&#8217;t waste time and money on irrelevant messages.<\/span><\/p>\n<h3><b>Recency (5% sales contribution)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Timing is everything in the world of advertising\u2014especially with digital media. Ads need to be displayed not only when users are most likely to purchase but also when they&#8217;re most likely to remember it. For example, if a user views an ad for a new car on Monday and doesn&#8217;t even think about the car until Friday, that ad has lost its power to influence them.<\/span><\/p>\n<h3><b>Context (2% sales contribution)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, context is the environment in which your ad appears\u2014and it can make or break an advertisement&#8217;s effectiveness. Generally speaking, brands should place ads in high-quality, brand-safe environments and avoid areas with excessive advertising clutter. Advertisements that appear in the proper context will have a much higher chance of resonating with viewers, increasing their likelihood of influencing them to take action.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>Results Are In: 5 Key Takeaways For Businesses\u00a0<\/b><\/h2>\n<h3><b><br \/>\n1. Creative quality is the primary factor for driving sales.\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The study was clear\u2014creative quality is the most crucial factor for driving sales. Reach, context, recency, and targeting are all ineffective if the creative is uninspired, so getting your creative right is key to your campaign&#8217;s success.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-3795\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Creative-Performance-300x110.png\" alt=\"A Comparison Chart Between \" width=\"724\" height=\"266\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Creative-Performance-300x110.png 300w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Creative-Performance-1024x376.png 1024w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Creative-Performance-768x282.png 768w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Creative-Performance.png 1334w\" sizes=\"(max-width: 724px) 100vw, 724px\" \/><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\"><br \/>\nWhen it comes to the quality of the creative, <\/span><span style=\"font-weight: 400;\">weak creative <\/span><span style=\"font-weight: 400;\">leaves media to pick up the slack with 63% of the sales contribution\u2014that&#8217;s true for both TV and digital campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This relationship is reversed when the creative is solid and incremental sales are higher\u2014media has a much smaller contribution to sales, which 80% of the sales contribution going to creative for TV and 89% for digital.\u00a0<\/span><\/p>\n<h3><b><br \/>\n2. Most campaigns have room for improvement when it comes to targeting.\u00a0<\/b><b><\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Less than half of all campaigns are doing an excellent job of targeting buyers of the brand or category. The study found that 53% of all TV and digital campaigns were off-buyer targets. When a campaign is Off-Buyer Target, the creative must work harder to drive sales.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><b><img decoding=\"async\" class=\"alignnone wp-image-3796\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Combined_Campaigns-254x300.png\" alt=\"Campaigns Combined - TV And Digital\" width=\"225\" height=\"266\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Combined_Campaigns-254x300.png 254w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Combined_Campaigns-768x909.png 768w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Combined_Campaigns.png 786w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/><\/b><\/p>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<h3><strong><br \/>\n3. Digital creative is inconsistent compared to TV ads.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">TV ads generally have consistently high-quality creative\u2014as opposed to digital ads, which have a wider range of quality, including both much higher and much lower. This is likely because TV ad production traditionally tends to follow more rigorous brand standards than digital campaigns (and because brands often work with larger budgets when it comes to TV).<\/span><\/p>\n<h3><b><br \/>\n4. TV still offers the best reach.\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">For large cross-media campaigns, reach still comes primarily from television. The average reach for TV in a typical cross-media campaign is 58% of the target, vs. just 2% for the digital portion. Only when digital campaigns are &#8220;large,&#8221; meaning reach greater than 60%, do we see that digital does sometimes add incremental reach.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><b><img decoding=\"async\" class=\"aligncenter wp-image-3797\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Curve-300x158.png\" alt=\"TV &amp; Digital Curve For Cross-Media Campaigns\" width=\"634\" height=\"334\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Curve-300x158.png 300w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Curve-1024x538.png 1024w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Curve-768x403.png 768w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/TV-Digital_Curve.png 1028w\" sizes=\"(max-width: 634px) 100vw, 634px\" \/><\/b><\/p>\n<p><b>\u00a0<\/b><\/p>\n<h3><strong>5. You still have to consider the consumer.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Understanding consumer purchase cycles and timing advertising closer to purchases can boost sales dramatically. For instance, products most often bought on a Saturday or Sunday, advertising on Thursday or Friday dramatically affects sales. Advertisements that run on Thursdays outperform Fridays, and together, they deliver almost three times more incremental sales lift than ads running on other days of the week.<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-3800\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Weekend_Sales-1-300x121.png\" alt=\"Thursday\/friday Prime Drives Weekend Sales\" width=\"661\" height=\"266\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Weekend_Sales-1-300x121.png 300w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Weekend_Sales-1-1024x412.png 1024w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Weekend_Sales-1-768x309.png 768w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2023\/03\/Weekend_Sales-1.png 1058w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/p>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>Hey Helps Brands Fine-Tune Their Approach<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">These findings provide plenty of insight into the effectiveness of TV and digital campaigns, but putting it all to use is a different story. With the correct data, marketers can hone their media investments and creative executions for maximum ROI\u2014if they have creative resources to do it right.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Hey, we&#8217;re passionate about helping brands make intelligent decisions with data-driven insights. We combine out-of-this-world creative with data science to help brands better identify audiences, get insights into trends and behaviors, and create more effective campaigns.<\/span><\/p>\n<p><a href=\"https:\/\/heyadvertising.com\/contact\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Contact us today<\/span><\/a><span style=\"font-weight: 400;\"> to learn more about how Hey can optimize your marketing strategy for maximum success with industry-leading creative.\u00a0<\/span>[\/vc_column_text]<div class=\"newdivider align-center\" style=\"border-bottom-style: solid; border-color: #999999; border-bottom-width: 1px; margin-top: 0; margin-bottom: 0; width: 100%; \"><\/div><div class=\"clear\"><\/div><div class=\"spacer\" style=\"height: 40px;\"><\/div>[vc_row_inner][vc_column_inner][vc_column_text]<\/p>\n<h3 style=\"font-size: 18px!important; margin-bottom: 0!important;\"><strong><img decoding=\"async\" class=\"size-full wp-image-3616 alignleft\" src=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2022\/02\/eric.jpeg\" alt=\"Eric Gutierrez\" width=\"100\" height=\"100\" srcset=\"https:\/\/heyadvertising.com\/wp-content\/uploads\/2022\/02\/eric.jpeg 100w, https:\/\/heyadvertising.com\/wp-content\/uploads\/2022\/02\/eric-80x80.jpeg 80w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/>Eric Gutierrez<\/strong><\/h3>\n<p style=\"font-size: 13px!important;\">Partner, Chief Creative Officer<a href=\"https:\/\/www.linkedin.com\/in\/ericcd\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n<img decoding=\"async\" class=\"alignnone\" style=\"width: 21px!important;\" src=\"https:\/\/heyadvertising.com\/wp-content\/themes\/unicon-child\/images\/linkedin01.svg\" alt=\"LinkedIn icon\" \/><br \/>\n<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner][vc_column_text] Results Are In: Creative Quality Drives the Most Sales We looked at one of the most comprehensive advertising studies done in the last decade to glean nuggets of wisdom for marketers\u2014here\u2019s what we found. [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text]If you&#8217;re like most marketers, you&#8217;ve probably spent a lot of time scratching your head and wondering what makes an ad campaign effective.\u00a0 Is it the reach? The precision audience targeting? The resonance of the creative? The timing? Repeat messaging?\u00a0 We decided to let the research speak for itself on this one. In one of the most comprehensive advertising industry analyses ever, NCS analyzed the results of 500 marketing studies and another 863 brand campaign studies published over two quarters in 2016 and 2017. The meta-analysis focused on the five key drivers of ad effectiveness: creative reach targeting recency context This report evaluates the sales contribution of these five key drivers, including a separate study that examines the reach of TV and digital for nearly 900 cross-media campaigns.\u00a0 After assessing the results ourselves to see what nuggets of golden wisdom we could glean from this big data dive, here&#8217;s an overview of the essential takeaways from the study.[\/vc_column_text][vc_column_text] The Five Key Drivers Measured in [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":3786,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[193],"tags":[],"class_list":["post-3781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hey-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Results Are In: Creative Quality Drives the Most Sales | Hey,<\/title>\n<meta name=\"description\" content=\"We looked at one of the most comprehensive advertising studies done in the last decade to glean nuggets of wisdom for marketers\u2014here\u2019s what we found.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/heyadvertising.com\/hey-news\/creative-quality-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Results Are In: Creative Quality Drives the Most Sales | Hey,\" \/>\n<meta property=\"og:description\" content=\"We looked at one of the most comprehensive advertising studies done in the last decade to glean nuggets of wisdom for marketers\u2014here\u2019s what we found.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/heyadvertising.com\/hey-news\/creative-quality-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Hey, LLC - Digital Advertising &amp; 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