Quality Creative Is A Force Multiplier

Pretty Unusual For An Analytics Firm To Lobby for Well Done Creative

Improve Your MMM Output with Weighted Impressions for Creative Scoring

All advertising pays back, but some advertising pays back more. And while optimizing channel investments is the big question that MMM answers, part of the efficacy of  channel investment is the strength of creative. That is, whether the creative is memorable and salient. 

System1 and Effie Worldwide released an interesting research report at Cannes.

Audience targeting receives disproportionate focus in media planning. This study shows that creativity can have more than 10x impact on profitability over targeting. 

Higher confidence marketers measure ad impact via business outcomes, while lower confidence marketers focus on tactical impact (impressions and clicks).

Beating your competitors with advertising emotionality drives long-term growth. In wonky terms, these ads have longer decay rates and should be factored for that dynamic. 

Emotion helps little brands, too. 

Brand fluency is a creativity multiplier. (Think sonic hooks like jingles, characters, distinct shapes)