Long-term, structural factors like brand size and budget account for over half of advertising's return on investment (ROI), according to research from Nielsen.
Across all 11 categories analysed, structural long-term factors have the greatest effect and influence 57% of ROI. This rises to 62% for automotive advertisers but drops to 54% in the beverages category.
Instead, short-term creative factors like duration and copy quality account for 13% of ROI while short-term media factors like reach and daypart influence around one-third (30%).
Short-term creative is particularly influential for advertisers in the tech & comms(20%) and...