Does Creative Matter? The Meta-Experiment | Marpipe

Does Creative Matter? The Meta-Experiment

About a year ago we had the idea for an experiment. A meta-experiment. A meta-meta-experiment. We wanted to learn two things:

The experiment was a great success.

Here are the results:

For image ads: The best ad outperformed the worst ad by: 10.33x Clicks, +548.71% CTR

Largest performance improvements from a single variable change:

Text Layout: Using Center Middle text instead of Bottom Middle text leads to 5.16x more Clicks and a +315% increase in CTR
Font Type: Sans-Serif compared to Serif font leads to 5.81x more Clicks and a +394% increase in CTR
Font Color: Displaying White-on-Black as opposed to Black-on-White leads to 2.74x more Clicks and a 201% increase in CTR

For video ads: The best ad outperformed the worst ad by: 4.09x Clicks, +314.95% CTR

Largest performance improvements from a single change:

Intro Scene: Showing a Solo Human compared to a Kitten leads to 3.46x more Clicks and a +201% increase in CTR
Format: Keeping the headline Static as opposed to a Constant Headline leads to 2.75x more Clicks and a +215.83% increase in CTR

Fellow Marketers Loved the Experiments:

For just $488 across 92 ads, we earned over 31000 impressions and over 2800 clicks

Comments fell into 3 (positive) categories:

1. Cool

"Very very cool."
"Cool little experiment!"
"Looked into this. Really cool."
"This is a really cool experiment 🔥🔥🔥"
"This is a really really freaking cool idea"
"This is really cool. Thanks for sharing the results! Is there a way to get in on any of your other studies?"

2. Meming

"I hypothetically just purchased this product and may or may not be enjoying it right now"
"hypothetically speaking, possibly. this isn't even a comment"
“Hypothetically speaking, this is a meme."

3. Conjecture on why it worked

To see the actual ads and performance data for yourself, check it out here: http://www.doescreativematter.com/archive/1

To comment and conjecture on the data yourself, tweet it out!

If you tweet, you’ll receive a special packet of data relevant to your industry 😉

Jonathan Boozer
Catalog Expert