What drives advertising effectiveness?

Of the five key factors driving advertising effectiveness – creative, brand, targeting, reach, and recency – which, asks Inside Radio, drives the largest percent of incremental sales?

The answer, as reported in Westwood One’s weekly blog, comes from a 2023 study from Nielsen and outcomes-based marketing firm NCSolutions, based on nearly 450 sales effect studies and more than a decade of work linking advertising to sales results.

According to Inside Radio, that answer is, creative, which based on NCSolutions’ studies drives sales by both an ad’s creative message and the context in which that message is delivered. In fact, compared to the other four drivers, it’s not even close: creative generates nearly half (49%) of sales, compared to 21% for brand, 14% for reach, 11% for targeting, and 5% for recency.

More here.