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Scalable creative quality measurement reveals advertisers could double YouTube ad ROI

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4 months ago

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– Creative execution is a significant driver of sales
– Three golden advertising rules to improve YouTube creative effectiveness
– More than double video ad ROI
– Methodology for capturing creative quality in measurement

NEW YORK, July 25, 2024 /PRNewswire/ — In a new YouTube study commissioned by Google, global leader in data science Ekimetrics has developed a groundbreaking approach to video ad creative effectiveness measurement. It also identified the opportunity to more than double YouTube ROI, with three golden advertising rules for marketers to follow.

The independent study used over three years of Marketing Mix Models (MMMs) from four participating brands to quantify the impact of ad creative quality on YouTube video performance.

Not only did the study find that creative execution is a significant driver of sales performance, it has also resulted in a completely new, repeatable and scalable way to measure creative effectiveness. The new methodology helps to understand the impact of creative quality on sales. It is an enhancement to the industry-accepted holistic measurement approach of MMMs, which is a significant step forward in marketing science and a first for the industry.

The study validated and used Google’s existing ABCD framework, which consists of 73 creative levers clustered into ‘Attention,’ ‘Branding,’ ‘Connection’ and ‘Direction,’ proven and derived over several years of research. These were further distilled into 20 creative best practices that explained 80% of the performance for the brands in the study.

It also found that 58% of the video ads assessed were suboptimal, where ‘optimal’ videos featured nine or more of the 20 best practices, with ‘good’ featuring five to eight and ‘poor’ four or less. This finding suggests there is significant opportunity for brands to make substantial gains; turning ‘poor’ creatives into ‘optimal’ ones could deliver a 2.2x ROI uplift.

Speaking about the study, Sona Abaryan, Partner, Ekimetrics said, “Finding that more than half of videos were suboptimal was surprising and demonstrates clearly that measuring creative effectiveness is a worthwhile pursuit, with the potential to more than double ROI. Brands are now able to achieve these uplifts through this new, scalable integration into MMM.”

Ariane Pol, Global Head of Research, Google Creative Works, added, “Where previous studies have shown the importance of creative, they have been one offs with no mechanism to operationalize measurement. It’s incredibly exciting that now, for the first time, based on our ABCD creative principles we have both a repeatable methodology and three golden rules that help marketers to focus their efforts on the areas that will make the biggest difference.”

“Brands that adopt the methodology to understand their own creative performance will truly tackle this final frontier in marketing effectiveness, and we’re delighted to have been part of the development of a quantifiable framework for creative execution. What’s more, while this study was based on YouTube, we believe the methodology will translate to other video advertising, including TV.”

Ekimetrics has released two whitepapers on the study for two key audiences, detailing the technical approach and commercial imperative for adoption:

Advertisers/Marketers: https://ekimetrics.com/white-paper/youtube-creative-effectiveness-three-golden-rules-that-could-double-roi

Technical: https://ekimetrics.com/white-paper/advanced-study-measuring-youtube-ad-creative-quality-impact-at-scale

About Ekimetrics

‘Analytics Company of the Year’ (British Data Awards 2023), Ekimetrics is a leader in data science and AI-powered solutions. Since 2006, we’ve pioneered the use of AI and advanced data science applied to unified marketing measurement, holistic business optimization and broad-ranging sustainability goals.
Our goal: to combine high impact with long-term business purpose.
Ekimetrics is one of the world’s largest independent analytics firms, with offices on 3 continents, and more than 400 data experts. We’ve led thousands of data science projects in over 50 countries, generating more than €1bn in profit for our customers.

REDEFINING PERFORMANCE

We help companies rethink the way they operate, so they can reconcile financial KPIs with non-financial goals. We are uniquely specialized in creating scalable data and analytics solutions that drive high-impact optimizations aligned to overarching brand strategy and sustainability goals.
X: @ekimetrics
LinkedIn: https://www.linkedin.com/company/420140/
https://ekimetrics.com/

Ekimetrics’ creative MMM meta-analysis was commissioned by Google in 2024. The research included four US brands in beauty, luxury and automotive. It spanned $21.4M of adspend, 20 models and 1634 campaigns with 2.4B video impressions across 225 weeks between 2019 and 2023.

View original content to download multimedia:https://www.prnewswire.com/news-releases/scalable-creative-quality-measurement-reveals-advertisers-could-double-youtube-ad-roi-302205471.html

SOURCE Ekimetrics

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Life After Hate Launches HateEraser–A Revolutionary Spray Paint Remover to Eliminate Hate-Based Graffiti

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1 hour ago

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November 16, 2024

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HateEraser removes hate-based graffiti in communities and gives first-time offenders a second chance through judge-mandated service

NEW YORK, Nov. 16, 2024 /PRNewswire/ — Today, on the International Day for Tolerance and in response to the alarming 600% rise in hate-based graffiti, the Chicago-based nonprofit Life After Hate has launched HateEraser—the first aerosol-gel based formula designed to quickly eradicate hate speech from most surfaces.

Life After Hate is partnering with police stations across the country to distribute HateEraser as part of a new program in which first-time offenders are required to use it during court-mandated community service. This initiative is based on the belief that educating offenders on the damage their actions cause can help prevent them from continuing a life of hate.

“We know that hate-based speech and hate-based graffiti are the first steps to hate-based violence,” remarked Life After Hate Director Pat Riccards. “HateEraser works to change the futures of people motivated by hate and extremist ideologies through education, community service, and helping people alter their path away from a life of continued radical hate.”

The HateEraser formula contains acetone, xylene, and multiple varieties of alcohol and hydrocarbons. “This unique combination of active ingredients,” according to Savannah Technical College Chemistry Professor Ujjvala Bagal, “removes hateful markings as quickly as they were made.”

Street artists do not want to be associated with hate-based graffiti. That’s why they joined in on the HateEraser effort. The cans were designed by street artists from across the country to help inspire change in their communities, with every design telling a different story of acceptance, anti-hate, and empathy. “The hope is that through the HateEraser program, education, action, and strengthening hate crime laws, we can help foster a safe and more accepting community,” said Dina Peck, Chief Creative Officer of The Purpose Group.

“Hate has no place in our art,” Jax, one of the artists on the project, said. “And I’m proud to be a part of something that makes real change in my community.”

Today’s news is the latest glimpse into how Life After Hate has been embracing several innovative solutions for helping individuals disengage from hateful violence and make our communities safer. Last May, the organization unveiled Daily Former Discord, a multi-level public engagement tool. It’s designed to help those currently engaged in violent extremism, those looking to exit such hate groups, and those who have successfully left lives of hate behind reengage in society. 

Learn more at https://hateeraser.org/ 

ABOUT LIFE AFTER HATE

Life After Hate is a leader in the violence intervention community. They are the first nonprofit in the United States dedicated to helping individuals disengage from violent far-right hate groups and hateful online spaces. Since its founding in 2011, Life After Hate has expanded its services to include family members of individuals who are involved with the violent far right or are disengaging.

 ABOUT THE PURPOSE GROUP

The Purpose Group believes all great brands are built on purpose. The Purpose Group is composed of Patients & Purpose and Science & Purpose and is an expanding group of agencies that are part of Omnicom Health Group (OHG)–a global collective of communications companies with more than 5,000 dedicated healthcare communications specialists. OHG provides marketing services to the health and life-science industries.

View original content to download multimedia:https://www.prnewswire.com/news-releases/life-after-hate-launches-hateerasera-revolutionary-spray-paint-remover-to-eliminate-hate-based-graffiti-302306362.html

SOURCE Life After Hate

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WIN SOURCE Showcased Supply Chain Management Solutions at Electronica 2024, Driving Innovation and Collaboration in the Industry

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1 hour ago

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November 16, 2024

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MUNICH, Nov. 16, 2024 /PRNewswire/ — WIN SOURCE recently showcased its comprehensive supply chain management solutions at Electronica 2024 (Booth B4-121). Key solutions presented included global sourcing, obsolete management, cost control, and excess inventory management, providing valuable insights to industry professionals.

During the trade show, WIN SOURCE’s WinLink Solution Hub and WinConnect API Solution drew significant attention, enabling customers to streamline BOM management and achieve seamless system integration. At the same time, the company showcased its excess inventory management solutions and anti-counterfeit technologies, demonstrating its commitment to reducing supply chain waste, optimizing inventory utilization, and ensuring product quality. These innovative solutions received high praise from customers and partners, further reinforcing WIN SOURCE’s leadership in supply chain management.

In addition, WIN SOURCE engaged in in-depth discussions with numerous customers, gathering valuable market feedback and exploring future collaboration opportunities. Customers expressed strong appreciation for WIN SOURCE’s support in optimizing supply chain efficiency and strengthening operational resilience, laying a solid foundation for the company’s future business expansion.

“WIN SOURCE has always been dedicated to supporting our customers navigate the evolving market demands through innovative supply chain management services,” said Ethan Tsai, CEO of WIN SOURCE. “We look forward to collaborating with more industry partners to drive supply chain optimization and promote sustainability.”

At this premier global event for the electronics industry, WIN SOURCE showcased its innovative solutions in global supply chain management while gaining valuable insights into market needs and industry trends. WIN SOURCE remains committed to advancing industry standards, optimizing supply chain efficiency, and collaborating with global partners to address future challenges.

About WIN SOURCE

WIN SOURCE specializes in providing comprehensive electronic components and supply chain management services to its customers. The product range includes an extensive variety of electronic components, including integrated circuits (ICs), CPUs, memory modules, and other semiconductor devices, among others. With an extensive global supply chain network, WIN SOURCE collaborates with over 3,000 suppliers, ensuring procurement security through rigorous quality management and a 3-year warranty. Additionally, WIN SOURCE offers fast logistics services with 24-hour shipping to ensure timely delivery. For more information, please visit the WIN SOURCE official website and follow us on Facebook, Twitter, and LinkedIn.

Reprinted from WIN SOURCE ELECTRONIC-NEWS

© 2024 Win Source Electronics. All rights reserved. This content is protected by copyright and may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Win Source Electronics.

Media Contact
E-mail: service@win-source.net
Address: 23046 Avenida de la Carlota, Laguna Hills, CA 92653, United States
Website: win-source.net
win-source.group

View original content to download multimedia:https://www.prnewswire.com/news-releases/win-source-showcased-supply-chain-management-solutions-at-electronica-2024-driving-innovation-and-collaboration-in-the-industry-302306921.html

SOURCE WIN SOURCE

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DermRays Black Friday Event Offers Year’s Biggest Savings and Industry Recognition

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2 hours ago

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November 16, 2024

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PLEASANTON, Calif., Nov. 16, 2024 /PRNewswire/ — This Black Friday, DermRays is excited to announce its most significant sale of the year, offering $130 off sitewide from November 16-30th, 2024. With this limited-time discount, customers can experience the brand’s advanced home laser hair removal technology at unbeatable prices. Don’t miss out on this exclusive opportunity to invest in smoother, hair-free skin for less.

In recognition of our commitment to quality and innovation, DermRays V6S model was recently ranked second among the top ten at-home laser hair removal devices globally by Harper’s Bazaar. In their article, “The 10 Best At-Home Laser Hair Removal Devices, According to the Pros“, DermRays stood out as a trusted leader, celebrated for delivering professional-grade results in a convenient, at-home device. For more details, you can explore the full article from Harper’s Bazaar.

It’s essential to clarify the long-term goals of laser hair removal. Technically, it is a process of “laser hair reduction” rather than complete “removal,” as some hair regrowth is normal over time. Even with consistent treatments, new hair from dormant follicles may appear after one to three years. At-home laser devices offer a manageable, convenient skincare routine, giving lasting, visible results in a way that’s easier, faster, and more affordable than traditional methods like waxing or shaving. DermRays aims to set realistic expectations and empower customers with effective, salon-quality solutions at home.

Join us this Black Friday to experience DermRays’ transformative technology at our lowest prices ever, and enjoy smoother, more radiant skin.

Media Contact:
Facebook: @dermraysofficial
Instagram: @dermrays_global
YouTube: @DermRays
TikTok: @dermrays.official
Email: support@dermrays.com 

Photo – https://mma.prnewswire.com/media/2557804/DermRays.jpg

View original content:https://www.prnewswire.co.uk/news-releases/dermrays-black-friday-event-offers-years-biggest-savings-and-industry-recognition-302305796.html

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