"Creative" Accounts for 52% of Ad Success, Says comScore

To the extent that the aim of an ad campaign is to stimulate additional sales, advertisers need to pay more attention to the quality of the creative, comScore says.

"The quality of the creative is four times more important than the characteristics of the media plan in generating sales,” said Jeff Cox, executive vice president of comScore ARS. “In fact, creative is the single most important factor and accounts for over half the changes in a brand’s sales over time.

Getting the creative right is absolutely essential, and yet its importance so often gets minimized in the process of developing an ad campaign. Now is the time for advertisers using digital, as well as more traditional media, to get serious about optimizing their creative on the front end so they don’t get a rude awakening when the ads don’t work and they are left wondering what went wrong.

In other words, a good plan and a good channel are helpful, but more than half of any new sales generation will hinge on whether the advertising succeeds in motivating behavior. That's more art than science, but it would appear too many advertisers neglect the art part.

comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales