Creative Quality Has Biggest Impact on Ad Effectiveness, but Media’s Influence is Growing

Creative quality remains the single most influential factor driving in-store sales lift from advertising campaigns, declares Nielsen and Nielsen Catalina Solutions (NCS) in a new report [pdf]. The study is based on two meta-studies, including an analysis of almost 500 CPG campaigns that ran in 2016 and Q1 2017 across major media platforms.

Publication: 
Marketing Charts
Author: 
Marketing Charts
Document Type: 
Research
Paywall: 
Free

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