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The power of creative: How ad quality improves ROI

Why does one ad succeed while another fails?

Being able to answer that question has always been the holy grail of marketing. In today’s digital media environment, it’s easy to find and pick apart metrics for media channels and platforms.

But long-term research from Kantar shows that creative accounts for 49% of driving ROI. So to leverage advertising most effectively, as much focus should be on what you say as on how much you spend—or where you spend it. The problem is that historically, creativity defies measurement.

The good news: Measuring creative impact—and even calculating it in advance—is no longer a matter of guesswork or subjective opinions. New AI-fueled systems can predict creative effectiveness and enable higher ROI.

The experts at Kantar used its Link system to analyze dozens of ads from the 2021 and 2022 Super Bowl telecasts. That analysis demonstrates the ROI of great, thoughtful creative, and looks at the elements of that creative effectiveness—and best practices for applying those lessons to everyday advertising.

Which ads succeeded, and why? Download this paper now to read more about which Super Bowl ads really drove brand equity and sales, and how their creative blueprints can be applied to drive ROI for your brand.