Creative effectiveness accounts for 40-60% of the sales driven by advertising. However, this critical data is rarely included in the Marketing Mix Models (MMM) used by CMOs to evaluate the success of their campaigns.
Instead, the Models rely on quantitative metrics such as CPI or CPM, which renders all ads equal as far as creative is concerned. Without creative effectiveness scores factored into the model, the level of detail needed for an accurate picture of ROAS is impossible.
Creative testing also has its pitfalls, as explained in the paper below:
- Inconsistent survey methodologies from different ad testing sources.
- Using pre-test norms for pre-tests rather than more accurate in-market norms.
- Evaluating campaigns with ads in different media types without accounting for differences in how each media type was tested.
We hope this paper is helpful to you as you choose measurement providers.