What Drives Advertising Effectiveness? It’s Not What Most Marketers Think

Of the five key factors driving advertising effectiveness – creative, brand, targeting, reach, and recency – which one drives the largest percent of incremental sales? The answer may surprise you.

According to a recent study by Nielsen and outcomes-based marketing firm NCSolutions, the factor that generates the most sales is creative, accounting for nearly half (49%) of the sales effect. This is a significant difference from what most marketers believe, as the Advertiser Perceptions’ annual survey shows that marketers estimate creative’s share to be between 19% and 21%.