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A study on creative performance and audience attention based on creator styles, creator popularity, product placement and branding Q4 2021.

Creative that connects with people performs better and costs less as a result. Advertisers can simultaneously lower CPMs and grow Sales by investing in creative quality.

Lacking real-time performance indicators, performance-hungry brand advertisers have settled into a lowest-cost impression mindset. This creates a welcoming environment for ad fraud ($35 billion in 2020) and low impression quality, where only 51% of advertiser spend actually reaches publishers and audiences.

Attention is an advertising outcome that precedes any effect. Therefore, managing advertising for attention outcomes should be a foundational principle in modern practice. That starts with the commercial messaging and advertising creative.

We partnered with Mars, Incorporated and their Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science to investigate what drives video advertising success.

Predict creative performance to select lower CPM (Cost Per Mille) and greater ad performance.