What is the chief driver of return on investment for video campaign effectiveness and the strongest on digital media?

1. Platform
2. Brand
3. Media
4. Creative

Correct Answer:

• Creative

Of all campaign effectiveness levers, creative is the dominant driver of return on investment (ROI), and by far the strongest on digital media.

This is a well-established fact according to Nielsen’s meta-analysis, and one that’s been repeatedly proven throughout years, countries, and studies.

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