Data From 1M Ads, $1B Media Spend, 1 Trillion Impressions

And What It Tells Us About Creative Effectiveness

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Our analysis of roughly 1M ads, totaling one trillion impressions, identified three statistically significant insights that could save advertisers millions of dollars in media spend.

Download the report to find out how increasing your Creative Quality Score in your creative assets can drive reduced CPMs, reduced CPCVs and an improvement in Ad Recall.

Improved Media Efficiency: The higher the Creative Quality Score, the cheaper the CPM. Across all channels, a 10% increase in Creative Quality Score is associated with a 2% decrease in CPM (822k observations & 99% confidence level).

Improved Brand Awareness: Ads with higher Creative Quality Scores are more memorable. Across Facebook & Instagram, a 10% increase in Creative Quality Score is associated with a 2% increase in Ad Recall (177k observations & 99% confidence level).

More Engagement: 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 4.8% decrease in CPCV (Facebook & Instagram. 367k observations & 99% confidence level) and a 5.7% decrease in CPCV (Twitter & YouTube. 150k observations & 99% confidence level).

The Creative Quality Score is a metric used by global brands to measure content effectiveness by tracking the incorporation of platform best practices (like Facebook’s Brilliant Basics and YouTube’s ABCD’s) in their creative assets.

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