Thousands of advertisers have used the ABCD framework and millions of ads have performed better because of it. Google chose Kantar to validate this framework to provide proof on short-term and long-term performance impacts for advertisers.
Kantar developed a custom model designed to identify the creative features that are likely to drive short-term sales and long-term brand equity.
- Scored 11,000 ads through Link AI in one month’s time.
- Through analysis, we uncovered the impact of 180 creative features on both short and long-term outcomes.
After modeling the data, we identified a strong correlation between the ABCDs and predicted short term sales lift and long-term brand equity.
With this validation Google was able to publish a claim that “ads that follow the ABCDs as a guide have been shown to yield 30% lift in short-term sales likelihood and 17% lift in long-term brand contribution.”
Evaluating creative effectiveness at scale uncovered new insights into creating better video ads on YouTube and provided growth from following Google’s ABCD framework.
Using traditional survey methods, a study of this size this would have been cost prohibitive and taken over a year. Link AI enabled the study to be conducted in a fraction of the time.