Since this was a simulation, we did not actually run creative but the assumption was that the creative was of average quality in terms of inducing sales response. We contend that are findings are generalizable to brand vs. performance oriented creative and any campaign will benefit from superior creative for intended purpose. Outcomes based planning lifts the ROAS vs, what a reach plan would deliver so if the creative leads to overall improvement in response, that means that OBP will magnify the effects of superior creative.
Since this was a simulation,
Since this was a simulation, we did not actually run creative but the assumption was that the creative was of average quality in terms of inducing sales response. We contend that are findings are generalizable to brand vs. performance oriented creative and any campaign will benefit from superior creative for intended purpose. Outcomes based planning lifts the ROAS vs, what a reach plan would deliver so if the creative leads to overall improvement in response, that means that OBP will magnify the effects of superior creative.
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