- Creative execution is a significant driver
of sales
- Three golden advertising rules to improve
YouTube creative effectiveness
- More than double video
ad ROI
- Methodology for capturing creative quality in
measurement
NEW
YORK, July 25, 2024 /PRNewswire/ -- In a new
YouTube study commissioned by Google, global leader in data science
Ekimetrics has developed a groundbreaking approach to video ad
creative effectiveness measurement. It also identified the
opportunity to more than double YouTube ROI, with three golden
advertising rules for marketers to follow.
The independent study used over three years of Marketing Mix
Models (MMMs) from four participating brands to quantify the impact
of ad creative quality on YouTube video performance.
Not only did the study find that creative execution is a
significant driver of sales performance, it has also resulted in a
completely new, repeatable and scalable way to measure creative
effectiveness. The new methodology helps to understand the impact
of creative quality on sales. It is an enhancement to the
industry-accepted holistic measurement approach of MMMs, which is a
significant step forward in marketing science and a first for the
industry.
The study validated and used Google's existing ABCD framework,
which consists of 73 creative levers clustered into 'Attention,'
'Branding,' 'Connection' and 'Direction,' proven and derived over
several years of research. These were further distilled into 20
creative best practices that explained 80% of the performance for
the brands in the study.
It also found that 58% of the video ads assessed were
suboptimal, where 'optimal' videos featured nine or more of the 20
best practices, with 'good' featuring five to eight and 'poor' four
or less. This finding suggests there is significant opportunity for
brands to make substantial gains; turning 'poor' creatives into
'optimal' ones could deliver a 2.2x ROI uplift.
Speaking about the study, Sona Abaryan, Partner, Ekimetrics
said, "Finding that more than half of videos were suboptimal was
surprising and demonstrates clearly that measuring creative
effectiveness is a worthwhile pursuit, with the potential to more
than double ROI. Brands are now able to achieve these uplifts
through this new, scalable integration into MMM."
Ariane Pol, Global Head of
Research, Google Creative Works, added, "Where previous studies
have shown the importance of creative, they have been one offs with
no mechanism to operationalize measurement. It's incredibly
exciting that now, for the first time, based on our ABCD creative
principles we have both a repeatable methodology and three golden
rules that help marketers to focus their efforts on the areas that
will make the biggest difference."
"Brands that adopt the methodology to understand their own
creative performance will truly tackle this final frontier in
marketing effectiveness, and we're delighted to have been part of
the development of a quantifiable framework for creative execution.
What's more, while this study was based on YouTube, we believe the
methodology will translate to other video advertising, including
TV."
Ekimetrics has released two whitepapers on the study for two key
audiences, detailing the technical approach and commercial
imperative for adoption:
Advertisers/Marketers:
https://ekimetrics.com/white-paper/youtube-creative-effectiveness-three-golden-rules-that-could-double-roi
Technical:
https://ekimetrics.com/white-paper/advanced-study-measuring-youtube-ad-creative-quality-impact-at-scale
About Ekimetrics
'Analytics Company of the Year' (British Data Awards 2023),
Ekimetrics is a leader in data science and AI-powered solutions.
Since 2006, we've pioneered the use of AI and advanced data science
applied to unified marketing measurement, holistic business
optimization and broad-ranging sustainability goals.
Our goal: to combine high impact with long-term business
purpose.
Ekimetrics is one of the world's largest independent analytics
firms, with offices on 3 continents, and more than 400 data
experts. We've led thousands of data science projects in over 50
countries, generating more than €1bn in profit for our
customers.
REDEFINING PERFORMANCE
We help companies rethink the way they operate, so they
can reconcile financial KPIs with non-financial goals. We are
uniquely specialized in creating scalable data and analytics
solutions that drive high-impact optimizations aligned to
overarching brand strategy and sustainability goals.
X: @ekimetrics
LinkedIn: https://www.linkedin.com/company/420140/
https://ekimetrics.com/
Ekimetrics' creative MMM meta-analysis was commissioned by
Google in 2024. The research included four US brands in beauty,
luxury and automotive. It spanned $21.4M of adspend, 20 models and 1634 campaigns
with 2.4B video impressions across
225 weeks between 2019 and 2023.
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SOURCE Ekimetrics