Darwin IQ Research | Primary Performance Creative Science

Pillar 1 · Darwin IQ Labs Empirical Study

Holdout Lift of a Combined Early Spend Screen for Newly Introduced Meta Ads

On holdout Meta accounts from clients sampled of various industries (2046 weekly new ads; ~30% holdout), a train-chosen rule—early share ≥ half the duplicate baseline and CPA ≤1.25× the ad set when available—lifts later spend retention 1.85× (95% CI 1.28–2.76) but spends-and-performs only 1.14× (CI 0.83–1.48), short of a 1.5× CPA claim.

Publication Date Oct 2026

Dataset ID EMR-2026-10G

Sample Size n = 2046 weekly new ads

BibTeX

@techreport{darwiniq2026creativecontainerscreen,
  title = {Holdout Lift of a Combined Early Spend Screen for Newly Introduced Meta Ads},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {119},
  url = {https://darwiniq.com/research/studies/2026-creative-container-screen}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Transfer of Creative Spend-Share Ranks Across Meta Ad Sets Sharing the Same Assets

When the same creative assets appear in two Meta ad sets in the same account (64 pairs; clients sampled of various industries), spend-share ranks agree at Spearman 0.61 (95% CI 0.49–0.69). Top-1 agreement is ~2.9× chance. CPC ranks also transfer (~0.50); CPA ranks do not (~0.13).

Publication Date Oct 2026

Dataset ID EMR-2026-10F

Sample Size n = 64 pairs

BibTeX

@techreport{darwiniq2026crossadsettransfer,
  title = {Transfer of Creative Spend-Share Ranks Across Meta Ad Sets Sharing the Same Assets},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {118},
  url = {https://darwiniq.com/research/studies/2026-cross-adset-creative-transfer}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Early Spend Share of Identical Creative Copies Relative to Still-Running Incumbents in Meta Ad Sets

Among natural duplicates—identical image/video sets re-added while the original still spent—from clients sampled of various industries (67 head-to-head pairs in 38 ad sets), the copy takes a median 74% of head-to-head spend in the first three days (95% CI 58–82%), falling to ~even by week 2 and 36% by week 3. New ads receive a launch bonus, not a handicap.

Publication Date Oct 2026

Dataset ID EMR-2026-10E

Sample Size n = 67 duplicate pairs

BibTeX

@techreport{darwiniq2026newadlaunchbonus,
  title = {Early Spend Share of Identical Creative Copies Relative to Still-Running Incumbents in Meta Ad Sets},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {117},
  url = {https://darwiniq.com/research/studies/2026-new-ad-launch-bonus}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Whether Click Cost and Click-Through Rate Explain Conversion-Cost Differences Across Ads in Meta Auctions

Across Meta ads in conversion-optimized ad sets from clients sampled of various industries (62 accounts; 237 ad sets), cheaper clicks convert worse (median correlation 0.82 between high CPC and high CVR). CPC explains roughly none of the CPA spread among prospecting ads (−9%, 95% CI −20% to 5%). First-week CPC lift on later CPA is 0.96×; first-week CPA (3+ conversions) lifts 1.21×.

Publication Date Oct 2026

Dataset ID EMR-2026-10D

Sample Size n = 237 ad sets · 2310 new ads

BibTeX

@techreport{darwiniq2026cpcctrvscpa,
  title = {Whether Click Cost and Click-Through Rate Explain Conversion-Cost Differences Across Ads in Meta Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {116},
  url = {https://darwiniq.com/research/studies/2026-cpc-ctr-vs-cpa}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Impression Thresholds at Which Early Meta Creative Signals Stabilize for New Ads

Among newly introduced Meta ads with 21 follow-on days from clients sampled of various industries (30 accounts; 279 ads), spend share already predicts which ads keep spending at ~500 impressions (~2.0× lift; 95% CI 1.14–2.71). CTR and CPC need ~1,000–2,000 impressions and are weaker. No early signal predicted beating ad-set CPA.

Publication Date Oct 2026

Dataset ID EMR-2026-10C

Sample Size n = 279 new ads

BibTeX

@techreport{darwiniq2026newadminimpressions,
  title = {Impression Thresholds at Which Early Meta Creative Signals Stabilize for New Ads},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {115},
  url = {https://darwiniq.com/research/studies/2026-new-ad-min-impressions}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Within-Adset Spend Breadth and Next-Week Conversion Cost in Meta Auctions

In a 16-week panel of Meta conversion- and value-optimized ad sets from clients sampled of various industries (58 accounts; 202 ad sets; 2627 ad-set-weeks), each extra ad holding ≥10% spend share is associated with -0.9% next-week CPA relative to the account (95% CI -2.9% to +1.0%) — short of a −5% success bar. Spending ads’ age×gender audiences barely differ.

Publication Date Oct 2026

Dataset ID EMR-2026-10B

Sample Size n = 58 accounts · 2627 weeks

BibTeX

@techreport{darwiniq2026adsetspendbreadth,
  title = {Within-Adset Spend Breadth and Next-Week Conversion Cost in Meta Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {114},
  url = {https://darwiniq.com/research/studies/2026-adset-spend-breadth}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Meta Creative Quality Rankings and Their Association with Conversion Cost Among New Ads

Across conversion-optimized Meta ad sets from clients sampled of various industries (59 accounts; 484 newly introduced ads in a ~35-day window), Meta’s conversion-rate ranking correlates only weakly with CPA (within-ad-set Spearman -0.16, 95% CI -0.30 to -0.01). Quality and engagement rankings show no usable link. Most new ads never receive an early ranking.

Publication Date Oct 2026

Dataset ID EMR-2026-10A

Sample Size n = 59 accounts · 484 new ads

BibTeX

@techreport{darwiniq2026metacreativerankings,
  title = {Meta Creative Quality Rankings and Their Association with Conversion Cost Among New Ads},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {113},
  url = {https://darwiniq.com/research/studies/2026-meta-creative-rankings}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Holiday Participation and Meta CPM Exposure During Black Friday Week

Across 41 Meta accounts (2023–2025) from clients sampled of various industries, Non–Holiday Participants—accounts whose Thanksgiving–Cyber Monday daily spend was not ≥10% above early November—still saw spend-weighted Black Friday CPM +48.6% vs early November. Holiday Participants saw larger pooled lifts (+184.7% on Black Friday). Sitting out the holiday push does not avoid auction-price inflation.

Publication Date Sep 2026

Dataset ID EMR-2026-09D

Sample Size n = 41 Accounts

BibTeX

@techreport{darwiniq2026holidayparticipantcpm,
  title = {Holiday Participation and Meta CPM Exposure During Black Friday Week},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {112},
  url = {https://darwiniq.com/research/studies/2026-holiday-participant-cpm}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Seasonal Meta Auction Prices Around Black Friday and Cyber Monday

Across 41 Meta accounts from clients sampled of various industries, daily account-level metrics for November–early December in 2023–2025 show spend-weighted CPM typically crossing +10% above the early-November baseline about 8–20 days before Black Friday (median 17 days). Black Friday CPM lands about +140% to +179% vs that baseline (median +171%). Cyber Monday remains elevated (~+97% median) but below the BF peak; the following days ease further. On Black Friday, link CTR and CPC both rise vs early November (median +47% and +68%).

Publication Date Sep 2026

Dataset ID EMR-2026-09C

Sample Size n = 41 Accounts

BibTeX

@techreport{darwiniq2026novemberauctionprices,
  title = {Seasonal Meta Auction Prices Around Black Friday and Cyber Monday},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {111},
  url = {https://darwiniq.com/research/studies/2026-november-auction-prices}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Within-Adset Creative Spend Splits Among Top Meta Ad Sets

Across 103 qualifying Meta ad sets (top-3 by spend per account, each with ≥4 unique ad names) from clients sampled of various industries in August 2026, the unweighted mean spend share is 46.7% on the #1 ad-name creative, 18.5% on the #2 creative, and 34.8% on the remaining creatives combined (top-2 cumulative = 65.2%). Medians are close (44.5% / 17.7% / 35.7%). Rank-2 shares are especially tight (IQR 14–20%), suggesting a familiar within-adset budget pattern rather than account-wide campaign mix alone.

Publication Date Sep 2026

Dataset ID EMR-2026-09B

Sample Size n = 103 Ad Sets

BibTeX

@techreport{darwiniq2026adsetcreativespendsplit,
  title = {Within-Adset Creative Spend Splits Among Top Meta Ad Sets},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {110},
  url = {https://darwiniq.com/research/studies/2026-adset-creative-spend-split}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Creative Spend Concentration on Top Ad-Name Assets in Meta Accounts

Across 41 Meta accounts from clients sampled of various industries in August 2026, the unweighted account-mean spend share is 16.8% on the single top ad-name creative, 34.4% on the top 3, and 59.7% on the top 10—leaving 40.3% on creatives ranked 11 and below. Spend-weighted means are slightly less concentrated (top 10 = 48.6%), indicating larger accounts diversify spend across more named creatives.

Publication Date Sep 2026

Dataset ID EMR-2026-09

Sample Size n = 41 Accounts

BibTeX

@techreport{darwiniq2026creativespendconcentration,
  title = {Creative Spend Concentration on Top Ad-Name Assets in Meta Accounts},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {107},
  url = {https://darwiniq.com/research/studies/2026-creative-spend-concentration}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Three-Second Video View Rates and Their Association with Link Click-Through in Meta Auctions

Across n=1,152 Meta video ads from clients sampled of various industries in July 2026 auctions, 31.9% of impressions register a three-second video view—so 68.1% drop off before three seconds. Ads in the highest quartile of three-second view rate show 56% higher impression-weighted link CTR than the lowest quartile (Pearson r = 0.35). After removing each advertiser’s mean CPM, the association between three-second rate and CPM is weak (within-account r = 0.18).

Publication Date Aug 2026

Dataset ID EMR-2026-08

Sample Size n = 1,152 Video Ads

BibTeX

@techreport{darwiniq2026video3sviewrate,
  title = {Three-Second Video View Rates and Their Association with Link Click-Through in Meta Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {106},
  url = {https://darwiniq.com/research/studies/2026-video-3s-view-rate}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Click-Through and Delivery Cost Differentials for Advantage+ Creative versus Non-Advantage+ Ads in Meta Auctions

Across n=4,952 Meta ads from clients sampled of various industries in June 2026 auctions, Advantage+ Creative ads show 21% higher impression-weighted link CTR than non-Advantage+ ads (0.86% vs 0.71%; index 121 vs 100). The same pool shows Advantage+ Creative CPM 45% higher than non-Advantage+ ($15.46 vs $10.69; index 145 vs 100). Higher CTR is observed; lower CPM / favorable delivery-price treatment is not.

Publication Date Jul 2026

Dataset ID EMR-2026-07D

Sample Size n = 4,952 Ads

BibTeX

@techreport{darwiniq2026advantageplusctrcpm,
  title = {Click-Through and Delivery Cost Differentials for Advantage+ Creative versus Non-Advantage+ Ads in Meta Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {109},
  url = {https://darwiniq.com/research/studies/2026-advantage-plus-ctr-cpm}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Link Click-Through Differentials for Video versus Image Ads in Meta Auctions

Across n=4,952 Meta ads from clients sampled of various industries in June 2026 auctions, impression-weighted link CTR for video creatives is 88% higher than for image creatives (1.32% vs 0.70%; index 188 vs 100). In this observational contrast, video ads do show higher CTRs than image ads.

Publication Date Jul 2026

Dataset ID EMR-2026-07C

Sample Size n = 4,952 Ads

BibTeX

@techreport{darwiniq2026videoimagectr,
  title = {Link Click-Through Differentials for Video versus Image Ads in Meta Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {108},
  url = {https://darwiniq.com/research/studies/2026-video-image-ctr}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Delivery Cost and Click Cost Differentials for Video versus Image Ads in Meta Auctions

Across n=4,952 Meta ads from clients sampled of various industries in June 2026 auctions, spend-weighted delivery cost (CPM) for video creatives is 59% higher than for image creatives (index 159 vs 100). The same sample shows video CPC 16% lower than image CPC (index 85 vs 100), indicating higher auction prices to deliver video do not translate into higher cost per click.

Publication Date Jul 2026

Dataset ID EMR-2026-07B

Sample Size n = 4,952 Ads

BibTeX

@techreport{darwiniq2026videoimagecpmcpc,
  title = {Delivery Cost and Click Cost Differentials for Video versus Image Ads in Meta Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {105},
  url = {https://darwiniq.com/research/studies/2026-video-image-cpm-cpc}
}

Pillar 1 · Darwin IQ Labs Empirical Study

Visual Element Retention and Memory Decay Rates in Mobile Feed Auctions

We evaluate n=4,200 video ad assets across active Meta Reels and TikTok auctions to calculate visual memory decay velocity. Empirical tracking reveals that motion-driven text overlay hooks achieve a 34% higher 24-hour message recall score compared to purely audio-driven hooks in silent-start feeds, directly contrasting broad sound-on optimization guidelines.

Publication Date Jul 2026

Dataset ID EMR-2026-07

Sample Size n = 4,200 Assets

BibTeX

@techreport{darwiniq2026hookdecay,
  title = {Visual Element Retention and Memory Decay Rates in Mobile Feed Auctions},
  author = {{Darwin IQ Labs}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {104},
  url = {https://darwiniq.com/research/studies/2026-hook-decay}
}

Pillar 1 · Journal of Marketing

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

Information-focused video ads are shared less, except in risky contexts. Amusement, excitement, inspiration, and warmth increase sharing. A prominent brand name hurts sharing, and moderate length, 1.2 to 1.7 minutes, shares the most.

Authors Tellis, MacInnis, Tirunillai, Zhang

DOI 10.1177/0022242919841034

Sample Two field studies plus an independent sample

BibTeX

@article{tellis2019virality,
  title = {What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence},
  author = {Tellis, Gerard J. and MacInnis, Deborah J. and Tirunillai, Seshadri and Zhang, Yanwei},
  journal = {Journal of Marketing},
  volume = {83},
  number = {4},
  pages = {1--20},
  year = {2019},
  doi = {10.1177/0022242919841034}
}

Pillar 1 · Journal of Advertising

The Impact of Advertising Creativity on the Hierarchy of Effects

Manipulating divergence and relevance changes 12 of 13 responses from awareness through intentions. The hierarchy mostly mediates those effects. Divergence also moves awareness and liking directly.

Authors Smith, Chen, Yang

DOI 10.2753/JOA0091-3367370404

Sample Experiment on divergence and relevance

BibTeX

@article{smith2008hierarchy,
  title = {The Impact of Advertising Creativity on the Hierarchy of Effects},
  author = {Smith, Robert E. and Chen, Jiemiao and Yang, Xiaojing},
  journal = {Journal of Advertising},
  volume = {37},
  number = {4},
  pages = {47--62},
  year = {2008},
  doi = {10.2753/JOA0091-3367370404}
}

Pillar 1 · Journal of Advertising

The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments

Novelty and message usefulness both move brand attitude through attitude toward the ad. Only usefulness moves brand trust. Novelty helps short-term ad recall. Usefulness helps brand recall in the short term and the long term.

Authors Sheinin, Varki, Ashley

DOI 10.2753/JOA0091-3367400301

Sample Experiment on novelty and usefulness

BibTeX

@article{sheinin2011novelty,
  title = {The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments},
  author = {Sheinin, Daniel A. and Varki, Sajeev and Ashley, Christy},
  journal = {Journal of Advertising},
  volume = {40},
  number = {3},
  pages = {5--18},
  year = {2011},
  doi = {10.2753/JOA0091-3367400301}
}

Pillar 1 · ACM Transactions on Computer-Human Interaction

High-Cost Banner Blindness

Banners slow visual search even when eye tracking shows people rarely look at them. Flashing text raises perceived workload. Animated banners are remembered worse than static ones.

Authors Burke, Hornof, Nilsen, Gorman

DOI 10.1145/1121112.1121116

Sample Two visual-search experiments

BibTeX

@article{burke2005banner,
  title = {High-Cost Banner Blindness: Ads Increase Perceived Workload, Hinder Visual Search, and Are Forgotten},
  author = {Burke, Moira and Hornof, Anthony and Nilsen, Erik and Gorman, Nicholas},
  journal = {ACM Transactions on Computer-Human Interaction},
  volume = {12},
  number = {4},
  pages = {423--445},
  year = {2005},
  doi = {10.1145/1121112.1121116}
}

Pillar 1 · Journal of Advertising Research

Brand Relationships: Strengthened by Emotion, Weakened by Attention

A copy test finds brand favorability strongly correlated with emotional content and not with factual content. The authors argue that high attention may weaken that emotional route.

Authors Heath, Brandt, Nairn

DOI 10.2501/S002184990606048X

Sample CEP copy test

BibTeX

@article{heath2006emotion,
  title = {Brand Relationships: Strengthened by Emotion, Weakened by Attention},
  author = {Heath, Robert and Brandt, David and Nairn, Agnes},
  journal = {Journal of Advertising Research},
  volume = {46},
  number = {4},
  pages = {410--419},
  year = {2006},
  doi = {10.2501/S002184990606048X}
}

Pillar 1 · Journal of Consumer Research

Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising

In a magazine, ads with rhetorical figures are recalled more often and liked better. Visual figures work whether or not people were told to process the ad. Verbal figures work better only when processing is directed.

Authors McQuarrie, Mick

DOI 10.1086/346252

Sample 32-page magazine, directed versus incidental

BibTeX

@article{mcquarrie2003rhetoric,
  title = {Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising},
  author = {McQuarrie, Edward F. and Mick, David Glen},
  journal = {Journal of Consumer Research},
  volume = {29},
  number = {4},
  pages = {579--587},
  year = {2003},
  doi = {10.1086/346252}
}

Pillar 1 · Marketing Science

Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

Eye tracking on 31 commercials for nearly 2,000 people shows that dispersed attention and a centered brand predict zapping. Pulsing the brand, at the same total exposure, decreases avoidance.

Authors Teixeira, Wedel, Pieters

DOI 10.1287/mksc.1100.0567

Sample 31 commercials, nearly 2,000 viewers

BibTeX

@article{teixeira2010pulsing,
  title = {Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing},
  author = {Teixeira, Thales S. and Wedel, Michel and Pieters, Rik},
  journal = {Marketing Science},
  volume = {29},
  number = {5},
  pages = {783--804},
  year = {2010},
  doi = {10.1287/mksc.1100.0567}
}

Pillar 1 · Journal of Advertising

Recall and Persuasion: Does Creative Advertising Matter?

Award-winning commercials beat ordinary ones on unaided recall, including after a one-week delay. They do not improve aided recall, purchase intent, or attitude toward the brand or the ad.

Authors Till, Baack

DOI 10.1080/00913367.2005.10639201

Sample Award ads versus control commercials

BibTeX

@article{till2005recall,
  title = {Recall and Persuasion: Does Creative Advertising Matter?},
  author = {Till, Brian D. and Baack, Daniel W.},
  journal = {Journal of Advertising},
  volume = {34},
  number = {3},
  pages = {47--57},
  year = {2005},
  doi = {10.1080/00913367.2005.10639201}
}

Pillar 1 · Journal of Interactive Marketing

The Effects of Animation and Format on the Perception and Memory of Online Advertising

Eye tracking finds that animation barely moves attention on average. It raises attention to skyscrapers, lowers attention to banners, and people can recognize ads they never looked at.

Authors Kuisma, Simola, Uusitalo, Öörni

DOI 10.1016/j.intmar.2010.07.002

Sample Eye tracking of real-world online ads

BibTeX

@article{kuisma2010animation,
  title = {The Effects of Animation and Format on the Perception and Memory of Online Advertising},
  author = {Kuisma, Jarmo and Simola, Jaana and Uusitalo, Liisa and {Öörni}, Anssi},
  journal = {Journal of Interactive Marketing},
  volume = {24},
  number = {4},
  pages = {269--282},
  year = {2010},
  doi = {10.1016/j.intmar.2010.07.002}
}

Pillar 1 · Journal of Advertising

The Residual Impact of Avoided Television Advertising

A lab comparison of six avoidance modes finds that ignoring a TV ad has effects equal to fast-forwarding. Doubling the message in the sound track is the counter to that kind of cognitive avoidance.

Authors Bellman, Schweda, Varan

DOI 10.2753/JOA0091-3367390105

Sample Six avoidance modes versus full attention

BibTeX

@article{bellman2010avoidance,
  title = {The Residual Impact of Avoided Television Advertising},
  author = {Bellman, Steven and Schweda, Anika and Varan, Duane},
  journal = {Journal of Advertising},
  volume = {39},
  number = {1},
  pages = {67--82},
  year = {2010},
  doi = {10.2753/JOA0091-3367390105}
}

Pillar 1 · Journal of Marketing Research

Valuable Virality

Emotional appeals are shared more than informative appeals. Informative appeals do more for brand evaluation and purchase. Emotional ads that make the brand integral to the story do both.

Authors Akpinar, Berger

DOI 10.1509/jmr.13.0350

Sample Hundreds of online ads plus experiments

BibTeX

@article{akpinar2017virality,
  title = {Valuable Virality},
  author = {Akpinar, Ezgi and Berger, Jonah},
  journal = {Journal of Marketing Research},
  volume = {54},
  number = {2},
  pages = {318--330},
  year = {2017},
  doi = {10.1509/jmr.13.0350}
}

Pillar 1 · Journal of Consumer Research

Goal Control of Attention to Advertising: The Yarbus Implication

Within a few seconds, the viewer's goal changes where the eyes go. Memorizing the ad spreads attention across text, picture, and brand. Learning the brand shifts attention to the text and away from the picture.

Authors Pieters, Wedel

DOI 10.1086/519150

Sample Eye tracking under four goals plus free viewing

BibTeX

@article{pieters2007goals,
  title = {Goal Control of Attention to Advertising: The Yarbus Implication},
  author = {Pieters, Rik and Wedel, Michel},
  journal = {Journal of Consumer Research},
  volume = {34},
  number = {2},
  pages = {224--233},
  year = {2007},
  doi = {10.1086/519150}
}

Pillar 1 · Marketing Science

Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity

Three experiments find that creative ads move viewing and purchase intentions through a desire to postpone closure and through positive affect. Involvement moderates the first path only.

Authors Yang, Smith

DOI 10.1287/mksc.1080.0460

Sample Three experiments

BibTeX

@article{yang2009beyond,
  title = {Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity},
  author = {Yang, Xiaojing and Smith, Robert E.},
  journal = {Marketing Science},
  volume = {28},
  number = {5},
  pages = {935--949},
  year = {2009},
  doi = {10.1287/mksc.1080.0460}
}

Pillar 1 · Journal of Advertising

Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

A lab experiment with YouTube stimuli finds that longer in-stream ads improve brand-name recognition. Mid-roll beats pre-roll and post-roll through attention spillover, unless the ad does not fit the video.

Authors Li, Lo

DOI 10.1080/00913367.2014.956376

Sample YouTube laboratory experiment

BibTeX

@article{li2014instream,
  title = {Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements},
  author = {Li, Hao and Lo, Hui-Yi},
  journal = {Journal of Advertising},
  volume = {44},
  number = {3},
  pages = {208--218},
  year = {2014},
  doi = {10.1080/00913367.2014.956376}
}

Pillar 1 · Journal of Advertising Research

Empowering Online Advertisements by Empowering Viewers with the Right to Choose

YouTube's comparison of TrueView skippable in-stream ads with non-skippable in-stream ads. Skippable ads may be as effective per impression on a related-search metric, and viewers show a strong preference for the skippable format.

Authors Pashkevich, Dorai-Raj, Kellar, Zigmond

DOI 10.2501/JAR-52-4-451-457

Sample YouTube field comparison

BibTeX

@article{pashkevich2012trueview,
  title = {Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube},
  author = {Pashkevich, Max and {Dorai-Raj}, Sundar and Kellar, Melanie and Zigmond, Dan},
  journal = {Journal of Advertising Research},
  volume = {52},
  number = {4},
  pages = {451--458},
  year = {2012},
  doi = {10.2501/JAR-52-4-451-457}
}

Pillar 1 · Marketing Science

Online Display Advertising: Targeting and Obtrusiveness

A large field experiment finds that matching a display ad to the website and making it obtrusive each raise purchase intent alone. Doing both does worse than doing either one, especially where privacy concerns are stronger.

Authors Goldfarb, Tucker

DOI 10.1287/mksc.1100.0583

Sample Large-scale field experiment

BibTeX

@article{goldfarb2011obtrusiveness,
  title = {Online Display Advertising: Targeting and Obtrusiveness},
  author = {Goldfarb, Avi and Tucker, Catherine},
  journal = {Marketing Science},
  volume = {30},
  number = {3},
  pages = {389--404},
  year = {2011},
  doi = {10.1287/mksc.1100.0583}
}

Pillar 1 · International Journal of Electronic Commerce

Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach

Eye tracking shows animated banners draw less attention than static banners and weaken attention's link to memory. More than half of viewers could not name the brand, yet the animated banner still shifted brand attitude unconsciously.

Authors Lee, Ahn

DOI 10.2753/JEC1086-4415170105

Sample Eye-tracking experiment

BibTeX

@article{lee2012banner,
  title = {Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach},
  author = {Lee, JooWon and Ahn, Jae-Hyeon},
  journal = {International Journal of Electronic Commerce},
  volume = {17},
  number = {1},
  pages = {119--137},
  year = {2012},
  doi = {10.2753/JEC1086-4415170105}
}

Pillar 1 · Journal of Advertising

Understanding Why Consumers Don't Skip Pre-Roll Video Ads

A large industry dataset of pre-roll ads finds that less complex affective characteristics increase skipping, and so do attention-getting characteristics. In a format the viewer is already watching, attention-getting tactics make the ad easier to recognize and skip.

Authors Campbell, Mattison Thompson, Grimm, Robson

DOI 10.1080/00913367.2017.1334249

Sample Multi-country industry dataset

BibTeX

@article{campbell2017preroll,
  title = {Understanding Why Consumers Don't Skip Pre-Roll Video Ads},
  author = {Campbell, Colin and {Mattison Thompson}, Frauke and Grimm, Pamela E. and Robson, Karen},
  journal = {Journal of Advertising},
  volume = {46},
  number = {3},
  pages = {411--423},
  year = {2017},
  doi = {10.1080/00913367.2017.1334249}
}

Pillar 1 · International Journal of Advertising

Creativity, Attention and the Memory for Brands: An Outdoor Advertising Field Study

A field study of billboards along an urban expressway finds an attention-capture threshold. Creativity improves brand recognition only after the ad is conspicuous enough. Billboard size, visual saliency, and brand familiarity also raise recognition.

Authors Wilson, Baack, Till

DOI 10.1080/02650487.2014.996117

Sample Expressway billboard field study

BibTeX

@article{wilson2015outdoor,
  title = {Creativity, Attention and the Memory for Brands: An Outdoor Advertising Field Study},
  author = {Wilson, Rick T. and Baack, Daniel W. and Till, Brian D.},
  journal = {International Journal of Advertising},
  volume = {34},
  number = {2},
  pages = {232--261},
  year = {2015},
  doi = {10.1080/02650487.2014.996117}
}

Pillar 1 · Marketing Science

Modeling the Determinants and Effects of Creativity in Advertising

Perceived ad creativity is the interaction of divergence and relevance. Overall creativity mediates the effects of those two ingredients on consumer processing and response.

Authors Smith, MacKenzie, Yang, Buchholz, Darley

DOI 10.1287/mksc.1070.0272

Sample Scale development and model tests

BibTeX

@article{smith2007creativity,
  title = {Modeling the Determinants and Effects of Creativity in Advertising},
  author = {Smith, Robert E. and MacKenzie, Scott B. and Yang, Xiaojing and Buchholz, Laura M. and Darley, William K.},
  journal = {Marketing Science},
  volume = {26},
  number = {6},
  pages = {819--833},
  year = {2007},
  doi = {10.1287/mksc.1070.0272}
}

Pillar 1 · Marketing Science

Why, When, and How Much to Entertain Consumers in Advertisements?

Across 82 ads shown to 178 people in homes and workplaces, entertainment has an inverted-U relationship with purchase intent. Entertainment that comes after the brand is positively associated with purchase intent. Entertainment that comes before the brand is not.

Authors Teixeira, Picard, el Kaliouby

DOI 10.1287/mksc.2014.0854

Sample 82 ads · 178 viewers

BibTeX

@article{teixeira2014entertain,
  title = {Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study},
  author = {Teixeira, Thales and Picard, Rosalind and {el Kaliouby}, Rana},
  journal = {Marketing Science},
  volume = {33},
  number = {6},
  pages = {809--827},
  year = {2014},
  doi = {10.1287/mksc.2014.0854}
}

Pillar 1 · Journal of Interactive Marketing

Internet Advertising: Is Anybody Watching?

Eye-tracking shows surfers avoid looking at banner ads, so most banner processing is pre-attentive and click-through misses it. The same research finds banners still move recall, recognition, and awareness. Repetition affects unaided advertising recall, brand recognition, and brand awareness. The banner’s message affects aided recall and brand recognition.

Authors Drèze & Hussherr

DOI 10.1002/dir.10063

Sample Eye-tracking plus a large user survey

BibTeX

@article{dreze2003watching,
  title = {Internet Advertising: Is Anybody Watching?},
  author = {Dr{\`e}ze, Xavier and Hussherr, Fran{\c{c}}ois-Xavier},
  journal = {Journal of Interactive Marketing},
  volume = {17},
  number = {4},
  pages = {8--23},
  year = {2003},
  doi = {10.1002/dir.10063}
}

Pillar 1 · International Journal of Advertising

Skippable or Non-Skippable? Pre-Roll or Mid-Roll?

In a 2 (skippable vs non-skippable) × 2 (pre-roll vs mid-roll) experiment, non-skippable ads and pre-roll ads are superior on visual attention and advertising effectiveness. Viewers also put excessive visual attention on the skip button.

Authors Frade, Oliveira, Giraldi

DOI 10.1080/02650487.2022.2153529

Sample 2×2 skip × position experiment

BibTeX

@article{frade2022instream,
  title = {Skippable or Non-Skippable? Pre-Roll or Mid-Roll? Visual Attention and Effectiveness of In-Stream Ads},
  author = {Frade, Jo{\~a}o Lucas Hana and Oliveira, Jorge Henrique Caldeira de and Giraldi, Janaina de Moura Engracia},
  journal = {International Journal of Advertising},
  volume = {42},
  number = {8},
  pages = {1242--1266},
  year = {2022},
  doi = {10.1080/02650487.2022.2153529}
}

Pillar 1 · Journal of Research in Interactive Marketing

How to Overcome Online Banner Blindness? A Study on the Effects of Creativity

Creativity alone does not overcome banner blindness. In goal-directed tasks, creative banners are recognized more only when they are also highly visually salient and congruent with the page.

Authors Yang, Zhou, Jiang, Huo

DOI 10.1108/JRIM-12-2019-0212

Sample Three recognition studies

BibTeX

@article{yang2021banner,
  title = {How to Overcome Online Banner Blindness? A Study on the Effects of Creativity},
  author = {Yang, Qiang and Zhou, Yuanjian and Jiang, Yushi and Huo, Jiale},
  journal = {Journal of Research in Interactive Marketing},
  volume = {15},
  number = {2},
  pages = {223--242},
  year = {2021},
  doi = {10.1108/JRIM-12-2019-0212}
}

Pillar 1 · Journal of Marketing Research

Emotion-Induced Engagement in Internet Video Advertisements

Teixeira, Wedel, and Pieters (2012) track joy and surprise with automated facial coding, attention concentration with eye-tracking, and retention via free zapping across 28 internet video ads (~145,000 frames). Surprise level concentrates attention; joy velocity reduces zapping. Emotion measures explain 72% of zapping variation.

Authors Teixeira, Wedel, Pieters

DOI 10.1509/jmr.10.0207

Sample 28 video ads · ~145k frames

BibTeX

@article{teixeira2012emotion,
  title = {Emotion-Induced Engagement in Internet Video Advertisements},
  author = {Teixeira, Thales and Wedel, Michel and Pieters, Rik},
  journal = {Journal of Marketing Research},
  year = {2012},
  doi = {10.1509/jmr.10.0207}
}

Pillar 1 · Journal of Marketing

Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects

Pieters and Wedel (2004) eye-track 1,363 print ads across 3,600+ consumers. The pictorial captures attention independent of size; text capture scales with surface size; the brand most effectively transfers attention to other elements. Only text-size increases raise net attention to the full ad.

Authors Pieters & Wedel

DOI 10.1509/jmkg.68.2.36.27794

Sample 1,363 ads · 3,600+ consumers

BibTeX

@article{pieters2004attention,
  title = {Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects},
  author = {Pieters, Rik and Wedel, Michel},
  journal = {Journal of Marketing},
  volume = {68},
  number = {2},
  pages = {36--50},
  year = {2004},
  doi = {10.1509/jmkg.68.2.36.27794}
}

Pillar 1 · Journal of Marketing

The Stopping Power of Advertising: Measures and Effects of Visual Complexity

Pieters, Wedel, and Batra (2010) separate feature complexity from design complexity across 249 eye-tracked ads. Feature density hurts brand attention and ad attitude; design complexity helps pictorial and whole-ad attention, comprehensibility, and attitude — and is under advertiser control.

Authors Pieters, Wedel, Batra

DOI 10.1509/jmkg.74.5.048

Sample 249 ads · eye-tracking

BibTeX

@article{pieters2010stopping,
  title = {The Stopping Power of Advertising: Measures and Effects of Visual Complexity},
  author = {Pieters, Rik and Wedel, Michel and Batra, Rajeev},
  journal = {Journal of Marketing},
  volume = {74},
  number = {5},
  pages = {48--60},
  year = {2010},
  doi = {10.1509/jmkg.74.5.048}
}

Pillar 1 · Journal of Marketing

A Meta-Analysis of When and How Advertising Creativity Works

Rosengren, Eisend, Koslow, and Dahlén (2020) synthesize 878 effect sizes from 67 papers. Creativity’s strongest link is ad attitude (r = .491); brand recall and recognition are not significant. Originality routes through affect transfer; appropriateness through signaling. Effects are stronger for high-involvement products.

Authors Rosengren, Eisend, Koslow, Dahlén

DOI 10.1177/0022242920929288

Evidence base 878 effect sizes · 67 papers

BibTeX

@article{rosengren2020creativity,
  title = {A Meta-Analysis of When and How Advertising Creativity Works},
  author = {Rosengren, Sara and Eisend, Martin and Koslow, Scott and Dahl{\'e}n, Micael},
  journal = {Journal of Marketing},
  volume = {84},
  number = {6},
  pages = {39--56},
  year = {2020},
  doi = {10.1177/0022242920929288}
}

Pillar 1 · Journal of Marketing

Breaking through Fast-Forwarding: Brand Information and Visual Attention

Brasel and Gips (2008) eye-track DVR fast-forwarded TV ads. Attention rises but collapses to screen center. Central brand information still creates memory after 95% frame loss and no audio; peripheral branding is nearly worthless. Heavy central branding can still move attitude, intent, and choice.

Authors Brasel & Gips

DOI 10.1509/jmkg.72.6.031

Condition Fast-forward · silent

BibTeX

@article{brasel2008fastforward,
  title = {Breaking through Fast-Forwarding: Brand Information and Visual Attention},
  author = {Brasel, S. Adam and Gips, James},
  journal = {Journal of Marketing},
  volume = {72},
  number = {6},
  pages = {31--48},
  year = {2008},
  doi = {10.1509/jmkg.72.6.031}
}

Pillar 1 · Journal of Advertising Research

Best Measures of Attention To Creative Tactics in TV Advertising

Bellman et al. (2019) map eye-tracking, skin conductance, and heart rate across 10 creative devices in 100+ TV ads with known sales results. No single attention measure is enough; heart rate links most strongly to market performance. Some “attention” devices, including packaging shots, can reduce attention and recall.

Authors Bellman, Nenycz-Thiel, Kennedy, Hartnett, Varan

DOI 10.2501/JAR-2019-002

Sample 100+ ads · 10 creative devices

BibTeX

@article{bellman2019attention,
  title = {Best Measures of Attention To Creative Tactics in TV Advertising},
  author = {Bellman, Steven and Nenycz-Thiel, Magda and Kennedy, Rachel and Hartnett, Nicole and Varan, Duane},
  journal = {Journal of Advertising Research},
  volume = {59},
  number = {3},
  pages = {295--311},
  year = {2019},
  doi = {10.2501/JAR-2019-002}
}

Pillar 1 · Management Science

Breaking Through the Clutter: Advertisement Originality and Familiarity

Pieters, Warlop, and Wedel (2002) eye-track 119 consumers across 58 magazine ads. Original ads increase brand attention. Ads that are both original and familiar attract the most brand attention and improve brand memory — including a direct memory path beyond attention.

Authors Pieters, Warlop, Wedel

DOI 10.1287/mnsc.48.6.765.192

Sample 119 consumers · 58 ads

BibTeX

@article{pieters2002clutter,
  title = {Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory},
  author = {Pieters, Rik and Warlop, Luk and Wedel, Michel},
  journal = {Management Science},
  volume = {48},
  number = {6},
  pages = {765--781},
  year = {2002},
  doi = {10.1287/mnsc.48.6.765.192}
}

Pillar 1 · Online Information Review

Brand Recall of Skippable vs Non-Skippable Ads in YouTube

Belanche, Flavián, and Pérez-Rueda (2020) show brand-timing optima reverse by format. Skippable: pre-arousal recall 27.3% vs 8.2% during arousal. Non-skippable: post-arousal 28.6% vs 8.6% pre-arousal. Active skippable audiences process the front of the ad.

Authors Belanche, Flavián, Pérez-Rueda

DOI 10.1108/OIR-01-2019-0035

Design 3×2 timing × format

BibTeX

@article{belanche2020skippable,
  title = {Brand Recall of Skippable vs Non-Skippable Ads in YouTube},
  author = {Belanche, Daniel and Flavi{\'a}n, Carlos and P{\'e}rez-Rueda, Alfredo},
  journal = {Online Information Review},
  volume = {44},
  number = {3},
  pages = {545--562},
  year = {2020},
  doi = {10.1108/OIR-01-2019-0035}
}

Pillar 1 · Journal of Marketing Research

Why Do Consumers Stop Viewing Television Commercials?

Woltman Elpers, Wedel, and Pieters (2003) show moment-to-moment entertainment raises continued viewing while information value raises stoppage. The two factors interact multiplicatively — their joint effect on stop probability is stronger than either alone.

Authors Woltman Elpers, Wedel, Pieters

DOI 10.1509/jmkr.40.4.437.19393

Design Two experiments · moment-to-moment

BibTeX

@article{elpers2003stop,
  title = {Why Do Consumers Stop Viewing Television Commercials?},
  author = {Woltman Elpers, Josephine L. C. M. and Wedel, Michel and Pieters, Rik G. M.},
  journal = {Journal of Marketing Research},
  volume = {40},
  number = {4},
  pages = {437--453},
  year = {2003},
  doi = {10.1509/jmkr.40.4.437.19393}
}

Pillar 1 · Journal of Consumer Research

Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses

McQuarrie and Mick (1999) show visual rhyme, antithesis, metaphor, and pun raise elaboration and ad attitude without making ads harder to comprehend. Metaphor and pun effects collapse when viewers lack the cultural competency to decode the ads.

Authors McQuarrie & Mick

DOI 10.1086/209549

Figures Rhyme · antithesis · metaphor · pun

BibTeX

@article{mcquarrie1999rhetoric,
  title = {Visual Rhetoric in Advertising},
  author = {McQuarrie, Edward F. and Mick, David Glen},
  journal = {Journal of Consumer Research},
  volume = {26},
  number = {1},
  pages = {37--54},
  year = {1999},
  doi = {10.1086/209549}
}

Pillar 1 · Marketing Science

Eye Fixations on Advertisements and Memory for Brands

Wedel and Pieters (2000) eye-track 88 consumers across 65 magazine ads. Pictorial and brand fixations promote accurate brand memory; text fixations do not. Brand surface is especially important. More extracted information shortens memory latency; later ads show a recency advantage.

Authors Wedel & Pieters

DOI 10.1287/mksc.19.4.297.11794

Sample 88 consumers · 65 ads

BibTeX

@article{wedel2000fixations,
  title = {Eye Fixations on Advertisements and Memory for Brands},
  author = {Wedel, Michel and Pieters, Rik},
  journal = {Marketing Science},
  volume = {19},
  number = {4},
  pages = {297--312},
  year = {2000},
  doi = {10.1287/mksc.19.4.297.11794}
}

Pillar 1 · AAAI 2021

Efficient Optimal Selection for Composited Advertising Creatives with Tree Structure

Chen et al. (2021) introduce AES: ingredient trees, dynamic programming, and Thompson sampling for composited creative selection under sparse CTR feedback. Beats ε-greedy, UCB, and independent greedy on convergence and CTR; ~8× faster than full enumeration on their real dataset.

Authors Chen, Ge, Jiang, Lian, Zheng

DOI 10.1609/aaai.v35i5.16516

Method Tree DP · Thompson sampling

BibTeX

@inproceedings{chen2021aes,
  title = {Efficient Optimal Selection for Composited Advertising Creatives with Tree Structure},
  author = {Chen, Jin and Ge, Tiezheng and Jiang, Gangwei and Lian, Defu and Zheng, Kai},
  booktitle = {Proceedings of the AAAI Conference on Artificial Intelligence},
  volume = {35},
  number = {5},
  pages = {3967--3975},
  year = {2021},
  doi = {10.1609/aaai.v35i5.16516}
}

Pillar 1 · The Web Conference (WWW ’21)

Automated Creative Optimization for E-Commerce Advertising

Chen et al. (2021) introduce AutoCO: AutoML search for creative-element interactions, variational posteriors, and Thompson Sampling under sparse combinatorial feedback. Offline regret improves versus baselines; an online A/B test reports a 7% CTR lift.

Authors Chen et al. (Alibaba / USTC / UESTC)

DOI 10.1145/3442381.3449909

Online result +7% CTR

BibTeX

@inproceedings{chen2021autoco,
  title = {Automated Creative Optimization for E-Commerce Advertising},
  author = {Chen, Jin and Xu, Ju and Jiang, Gangwei and Ge, Tiezheng and Zhang, Zhiqiang and Lian, Defu and Zheng, Kai},
  booktitle = {Proceedings of the Web Conference 2021},
  year = {2021},
  doi = {10.1145/3442381.3449909}
}

Pillar 2 · Official Platform Directive Audit

Meta Advantage+ Creative Enhancements: Platform Disclosures vs. Auction Outcomes

An index of Meta’s official developer specifications for dynamic creative assembly, dynamic aspect ratio cropping, and auto-generated brightness adjustments. Cross-referenced against Darwin IQ Labs performance data to isolate when automated visual adjustments improve lower-funnel conversion efficiency versus when they trigger visual fatigue.

Source Authority Meta Business & Developer Specs

API Reference Graph API v21.0

Classification Auction Mechanics

BibTeX

@techreport{darwiniq2026advantage,
  title = {Meta Advantage+ Creative Enhancements: Platform Disclosures vs. Auction Outcomes},
  author = {{Darwin IQ Research}},
  year = {2026},
  institution = {Darwin IQ Research},
  number = {402},
  url = {https://darwiniq.com/research/platform/meta-advantage-creative-spec}
}

Pillar 1 · Literature Map

Cross-Element Combinatorial Selection for Multi-Element Creative Assembly

Index map of the exploration–exploitation problem in dynamic creative optimization under audience sparsity. Primary computational source: Chen et al. (2021) AutoCO at WWW ’21. Companion attention sources: Pieters & Wedel element maps and Teixeira et al. video engagement.

Primary source Chen et al., WWW ’21

Subject Computational Advertising

Type Literature synthesis

BibTeX

@misc{darwiniq2026combinatorial,
  title = {Cross-Element Combinatorial Selection for Multi-Element Creative Assembly},
  author = {{Darwin IQ Research}},
  year = {2026},
  howpublished = {Literature map citing Chen et al. WWW 2021 AutoCO and related bandit creative-selection work},
  url = {https://darwiniq.com/research/academic/multimodal-creative-selection}
}