Download the Research
A New Holistic View On Creative Consistency
After a year’s research, you can now download the first look at Compound Creativity with data from the IPA Effectiveness Databank. Including exclusive charts that we’ve not shared anywhere else.
By defining a new multi-year brand metric, the Creative Consistency Score (CCS), we’ve analysed 56 brands across digital and TV for 13 consistency features over five years. That includes 4000+ ads tested with System1’s Test Your Ad with over 600,000 respondents to understand how consistency impacts creative quality.
We’ve also matched the brands to YouGov brand data and the IPA’s effectiveness databank to understand how consistency impacts brand strength and what brand and business effects their campaigns create.
Compound Creativity is a new POV for marketers that shows:
- The facets of creative consistency that matter are split into three distinct groups, showing that marketers need to focus on Consistent Creative Foundations, then a Culture of Consistency, before Consistent Execution.
- Consistent brands make more effective advertising. Using System1’s Star Rating (an ad’s brand-building potential), we’ve shown that the most consistent brands create higher creative quality.
- Advertising from inconsistent brands sees no average change in creative quality annually, whilst consistent brands achieve greater Star Ratings year-on-year. This creates a consistency gap that compounds the effects of creativity.
- The powerful effects of keeping ads on air longer (creative wear in) and not changing your creative agency.
- Campaigns from consistent brands create 27% more very large brand effects, as reported in the IPA Effectiveness Databank. This leads to consistent brands being more famous and popular in YouGov brand data.
- Consistent brands report more very large business effects in the IPA Effectiveness Databank. We even see them report double the very large profit gains.
- We estimate inconsistency will cost just the brands in our study nearly £3.5bil over the next five years.
Complete the form to access the findings, made free by System1.
