Ekimetrics x Google study: ROI on YouTube multiplied by 1.7, thanks to the creativity of videos

It is a fact that two YouTube campaigns with a similar budget can perform radically differently. But why? A large-scale study by Ekimetrics, in partnership with Google, sheds new light: creative execution quality^[1] is the primary performance lever for video campaigns. Based on innovative, in-depth, and proprietary methodology that combines Marketing Mix Modeling (MMM) and artificial intelligence, this study provides key learnings for European marketing advertisers and decision-makers. Let’s focus on the opportunities to be seized.

An unprecedented methodology: MMM and machine learning join forces

Based on the analysis of 778 videos from 9 brands in 3 sectors—automotive, beauty, and hospitality—the study cross-referenced performance data (impressions and ROI) with 73 creative attributes defined according to the Google ABCD framework^[2]: Attention (attracting attention), Branding (increasing brand equity), Connection (building relashionships), and Direction (encouraging action).

Machine learning algorithms assessed the impact of each creative principle on the ROI of videos, enabling the establishment of a robust ranking of the most powerful levers for increasing conversions.

3 key learnings for campaigns in Europe

1. Creativity is a key performance driver

The study revealed that an improvement in creative execution quality of a YouTube ad, from “poor” to “optimal”, can multiply ROI by 1.7. More than ever, investing in creative quality therefore represents areal and measurable growth lever.

2. 13 principles alone account for 80% of sales performance

Out of the 73 principles analyzed, only 13 of them are responsible for the majority of the impact on sales (see below). Concentrating efforts on these levers enables industrialization and prioritization of creative efforts with maximum effectiveness.

3. High optimization potential in Europe

Only 15% of videos in Europe are classified as"optimal". Worse yet, half of them do not even use 3 out of the 13 key creative principles. The gap between best practices and reality highlights a considerable potential for improvement, notably in the beauty and hospitality sectors.

The most powerful creative principles… are often underused

Among the most noteworthy learnings, the study highlights two particularly well-performing creative principles: humor (+6.9% ROI on average) and the presence of a clear customer journey (+5.7%). Even if their effectiveness has been proven in appropriate contexts, they remain, nonetheless, little used. Audio call-to-actions, for example, are only present in 11 % of the videos analyzed.

Generally speaking, the study observed more frequent use of other elements—such as emotion, conversational language, or sound effects—which, even if they can enhance the experience, are not included in those elements with the highest measurable impact on ROI.

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3 golden rules to maximize creative performance

1. Use a clear, impactful call-to-action

This is the least used category, yet it has the most impact. A simple incentivizing element (text, voice-over, visual) can make all the difference in improving customer conversion.

2. Adapt your creative content to your region sector

What works in the automotive sector in the United Kingdom will not apply in the same way to the luxury sector in France. To maximize impact, granular analysis by country and industry is essential.

3. Invest in engaging and personal formats

Viewers want stories that they can relate to. Establish connections using a conversational tone and humor. And don’t forget: creative quality is still currently the main differentiation lever on YouTube.

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👉 Download the complete study: Ekimetrics x Google: Mastering Creative Excellence on YouTube in Europe

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‍^[1] Creative execution quality refers to the way the visual, narrative, and sound elements of an advertisement are orchestrated to captivate the audience and effectively convey the message.

^[2] The ABCD framework is a principle developed by Google to help advertisers to fully harness YouTube’s advertising potential, thanks to a structured and effective approach to video creation. View the guide: “ABCD: Mastering the Art of Effective Storytelling on YouTube”(2022).