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Jean Roure is creative effectiveness lead at analytics business Ekimetrics. His research delves into the impact of brand campaigns using market meta analysis.
Some of today’s best YouTube ad campaigns are masterclasses in creativity. They lean on emotions, accessible language, and a clear, focused message.
But research reveals unfulfilled potential.
Creative quality is the main differentiator on YouTube, and mastering it has become a competitive mandate. When brands lean into this, the efficiency gains are transformative. Research found that, on average, YouTube CTV ROI reached 1.7X that of linear TV across marketing mix models that measured both channels.1
Despite this clear performance premium, the creative ingredients proven to multiply ROI are being left on the cutting room floor. Campaigns are over-indexing on the wrong elements, and leaving ROI on the table.
Analytics business Ekimetrics, in partnership with Google, analysed 778 YouTube videos, cross-referencing 73 different creative attributes, defined in Google’s ABCD framework, with performance data.
Here’s what we learned:
Campaigns that show a clear path to purchase yield a 5.7% ROI bump on average, but just 27% of campaigns include this.
High impact, low usage
The research suggests there is a significant efficiency gap in how video campaigns are currently built.
For instance, it found that humour drives the highest average impact on ROI at 6.9%. Yet it was only present in 10% of campaigns.2
Campaigns that show a clear path to purchase yield a 5.7% ROI bump on average, but just 27% of campaigns include this.
The most powerful creative levers are frequently the ones left untouched.3
Just 35% of campaigns analysed incorporated even three of the top 13 principles.
A creative rethink to multiply ROI
Marketers need to rethink their creative approach. Out of 73 creative attributes analysed, this concentrated cluster of 13 specific principles is responsible for 80% of sales impact.4
Just 35% of campaigns analysed incorporated even three of those top 13 principles.5 Concentrating your strategy here allows for honed creative efforts with maximum effectiveness.
Creative execution is the primary, measurable tool for driving campaign performance. It relies on how visual, narrative, and sound elements are carefully orchestrated to effectively convey your message. Our research defined “poor” execution as incorporating at most one of the top creative features, while “optimal” campaigns incorporate four or more.
The payoff of upgrading execution from “poor” to “optimal” can multiply ROI by as much as 1.7X.6
Marketers must tailor to both their region and sector to ensure the creative lands effectively.
A plan for uplifting creative quality
Ahmet Bas, a market researcher for YouTube Ads in Europe, the Middle East, and Africa, notes that marketers could be just one audio-CTA away from record ROI.
To achieve this, he advises focusing on what actually drives results right from the start. “Prioritise proven high-impact levers during the storyboard and planning phases,” Bas explains, suggesting that elements like audio calls-to-action or clear pricing should be mapped out early.
He warns against relying on low-impact industry standards, such as generic sound effects or broad emotional appeals.
Beyond the initial planning, it is crucial to tailor your approach to your specific audience because creative strategies are rarely universal.
Bas says: “We conducted a similar study in the U.S. and the ranking of winning creative features was very different. Humour wasn’t even in the top 20, while showing the product in context has the greatest impact.”7 Marketers must tailor to both their region and sector to ensure the creative lands effectively.
Finally, turning a struggling campaign into an optimal one is an ongoing process of measurement and adjustment. Marketers need to actively track the return on investment for specific elements, whether that is the use of humour or a clearly defined customer journey.
Bas emphasises this need for continuous iteration, noting that it is the only way to “ensure your creative budget is funding growth, not just views.”
The data is clear: relying on conventional creative habits is leaving revenue on the table. It is time to start road-testing these 13 proven ROI boosters in your own campaigns today to transform your creative execution into a measurable engine for growth.
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