# Darwin IQ Performance Creative Research Repository

> Open-access research index mapping peer-reviewed advertising science, primary field data, and official platform documentation.

## Primary Repositories
- [Homepage Index](https://darwiniq.com/research): Root research portal and study index.
- [Darwin IQ Labs Empirical Datasets](https://darwiniq.com/research/datasets): Pillar 1 primary element performance benchmarks.
- [Official Platform Directives Index](https://darwiniq.com/research/platform-directives): Pillar 2 Meta, Google, and TikTok documentation audits.

## Key Empirical Studies
- [Holiday Participants vs CPM Impact](https://darwiniq.com/research/studies/2026-holiday-participant-cpm): Non–Holiday Participants still see ~+49% Black Friday CPM vs early November.
- [November Auction Prices Study](https://darwiniq.com/research/studies/2026-november-auction-prices): Meta CPM typically rises ~2–3 weeks before Black Friday (~+171% on BF vs early Nov); CTR and CPC also rise.
- [Adset Creative Spend Split Study](https://darwiniq.com/research/studies/2026-adset-creative-spend-split): In multi-creative adsets, #1 takes ~47% of spend, #2 ~19%, rest ~35%.
- [Creative Spend Concentration Study](https://darwiniq.com/research/studies/2026-creative-spend-concentration): Top ad-name creative takes 16.8% of account spend on average; top 10 take 59.7%.
- [3-Second Video View Drop-Off Study](https://darwiniq.com/research/studies/2026-video-3s-view-rate): Only 31.9% of Meta video impressions reach a 3-second view; higher hold associates with higher link CTR (r=0.35).
- [Advantage+ Creative CTR and CPM Study](https://darwiniq.com/research/studies/2026-advantage-plus-ctr-cpm): Advantage+ Creative shows 21% higher CTR but 45% higher CPM vs non-Advantage+ on Meta.
- [Video vs Image CTR Study](https://darwiniq.com/research/studies/2026-video-image-ctr): Video ads show 88% higher link CTR than image ads on Meta (1.32% vs 0.70%).
- [Video vs Image CPM and CPC Study](https://darwiniq.com/research/studies/2026-video-image-cpm-cpc): Video ads show 59% higher CPM than image ads on Meta, with 16% lower CPC.
- [3-Second Visual Hook Retention Study](https://darwiniq.com/research/studies/2026-hook-decay): Field study evaluating scroll-stop retention against Meta Advantage+ guidance.
- [Meta Advantage+ Creative Enhancements](https://darwiniq.com/research/platform/meta-advantage-creative-spec): Platform disclosures indexed against auction outcomes.

## Peer-Reviewed Academic Sources
- [Emotion-Induced Engagement in Internet Video Ads](https://darwiniq.com/research/academic/emotion-video-engagement): Teixeira, Wedel & Pieters (2012), Journal of Marketing Research. DOI 10.1509/jmr.10.0207.
- [Attention Capture and Transfer in Advertising](https://darwiniq.com/research/academic/attention-capture-transfer): Pieters & Wedel (2004), Journal of Marketing. DOI 10.1509/jmkg.68.2.36.27794.
- [Stopping Power and Visual Complexity](https://darwiniq.com/research/academic/stopping-power-visual-complexity): Pieters, Wedel & Batra (2010), Journal of Marketing. DOI 10.1509/jmkg.74.5.048.
- [Advertising Creativity Meta-Analysis](https://darwiniq.com/research/academic/creativity-meta-analysis): Rosengren, Eisend, Koslow & Dahlén (2020), Journal of Marketing. DOI 10.1177/0022242920929288.
- [Fast-Forward Brand Attention](https://darwiniq.com/research/academic/fast-forward-brand-attention): Brasel & Gips (2008), Journal of Marketing. DOI 10.1509/jmkg.72.6.031.
- [Creative Tactics and Attention Biometrics](https://darwiniq.com/research/academic/creative-tactics-attention): Bellman et al. (2019), Journal of Advertising Research. DOI 10.2501/JAR-2019-002.
- [Originality and Familiarity in Clutter](https://darwiniq.com/research/academic/originality-familiarity-clutter): Pieters, Warlop & Wedel (2002), Management Science. DOI 10.1287/mnsc.48.6.765.192.
- [Skippable YouTube Brand Recall](https://darwiniq.com/research/academic/skippable-youtube-brand-recall): Belanche, Flavián & Pérez-Rueda (2020), Online Information Review. DOI 10.1108/OIR-01-2019-0035.
- [Commercial Viewing Stoppage](https://darwiniq.com/research/academic/commercial-viewing-stoppage): Woltman Elpers, Wedel & Pieters (2003), Journal of Marketing Research. DOI 10.1509/jmkr.40.4.437.19393.
- [Visual Rhetoric in Advertising](https://darwiniq.com/research/academic/visual-rhetoric-advertising): McQuarrie & Mick (1999), Journal of Consumer Research. DOI 10.1086/209549.
- [Eye Fixations and Brand Memory](https://darwiniq.com/research/academic/eye-fixations-brand-memory): Wedel & Pieters (2000), Marketing Science. DOI 10.1287/mksc.19.4.297.11794.
- [AES Composited Creative Selection](https://darwiniq.com/research/academic/aes-composited-creative-selection): Chen et al. (2021), AAAI. DOI 10.1609/aaai.v35i5.16516.
- [Automated Creative Optimization](https://darwiniq.com/research/academic/automated-creative-optimization): Chen et al. (2021), The Web Conference. DOI 10.1145/3442381.3449909.
- [Cross-Element Combinatorial Selection](https://darwiniq.com/research/academic/multimodal-creative-selection): Literature map of multi-element creative assembly under audience sparsity.

## Editorial Policy
Ingestion is limited to peer-reviewed academic publications, primary empirical field data from Darwin IQ Labs, and official platform technical documentation from Meta, Google, and TikTok. Third-party agency commentary, vendor case studies, sponsored blogs, and unverified growth-hacking content are excluded.