Meanwhile, the chart below shows all ads tested by ABX in a 7-day period. Each dot is a different ad; each color is a different medium. The yellow line designates an ad effectiveness score of “average.” (Click here for larger version)
You can see there are almost as many “bad” ads as “good.” If creative really were improving, we’d see much less variation top to bottom and more clustering around the yellow “average” line. All the ads below the line are wasting huge amounts of money in media spend.
Now, let’s look at this by industry below. Restaurants and CPG have the highest advertising effectiveness scores, whereas Alcoholic Beverages and Financial Services have the worst. But all have opportunity to improve!
Percentage Fair/Poor Ads by Industry - 25,000 Ads
So how do we move our ads into the “good to excellent” categories?
- The CRN Survey respondents say “properly understanding what resonates with consumers” and dealing with “corporate culture” are the two top areas of opportunity for creatives. Respondents also said that “informative” ads are the most effective.
- But the real starting point is knowing which of your ads are working and which are not. Without a feedback loop, your creative team lacks the information that will enable it to constantly improve its work and build on lessons learned.
ABX provides the largest normative database in the industry across all media types. On average you can improve your creative effectiveness by 17%.
Are you satisfied with your current ad creative? Maybe you shouldn’t be so easy on yourself.
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How the ABX Testing is Done
ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology.