Waste Not, Want Not: The Billion Dollar Opportunity Cost of Low Quality Creative
Discover how failure to adhere to best practices led advertisers to waste $700M+ of ad spend in 2022
35% of ads lacked the correct branding.
12% of ads were the wrong size, i.e. the incorrect aspect ratio.
50% of ads had no Call-to-Action.
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New challenges. New technologies. A new metric
Rising Media Costs
Minimize the impact of media inflation.
Ad costs are rising. Media inflation will hit 4.5% this year. Marketers’ work will cost more to be seen, more to be enaged with, and more to be remembered.
Deliver in spite of unparalleled complexity.
Marketers are now producing more creative assets than ever before. It’s never been this challenging to deploy high-quality creative that meet local and global needs.
Overcome the growing attention crisis.
People see more than 2 million ads a year. Marketers have to ensure every piece of content cuts through the clutter so that it is seen, enjoyed, and remembered.
The creative metric marketers are now using to deliver business impact
The Creative Quality Score is a metric used by marketers at some of the world’s leading brands to measure content effectiveness. It tracks the incorporation of platform best practices (like Meta’s Brilliant Basics and YouTube’s ABCD’s) in their creative assets.
Why marketers are using a Creative Quality Score
Improved Media Efficiency
The higher the Creative Quality Score, the cheaper the CPM. A 10% increase in Creative Quality Score is associated with a 4.7% decrease in CPM.
Improved Brand Awareness
Ads with higher Creative Quality Scores are more memorable. A 10% increase in Creative Quality Score is associated with a 4.6% increase in Ad Recall.
The higher the Creative Quality Score, the cheaper the Cost per Completed View (CPCV). A 10% increase in Creative Quality Score is associated with a 17.4% decrease in CPCV.
How CreativeX sees a creative
Deliver creative excellence at scale
"Going from opinions to fact-based decision making is the key [thing] that CreativeX helped us achieve.”
Global CMI Manager Communication Effectiveness
"We can now identify the creative elements that make our messages more relevant for our consumers."
Global Insights Director
"We just got data from Meta showing that ads with a higher Creative Quality Score received 66% higher ROAS.”