Advanced Study: Measuring YouTube ad creative quality impact at scale
This study aimed to measure the impact of ad creative quality on YouTube specific video performance. First published in July 2024, the initial study’s findings that creative execution is a significant driver of a campaign’s sales performance were based on 4 brands in the US.
The updated February 2026 version incorporates 12 brands in the US and EMEA. Overall, the updated study still finds that brands could double ROI (from 2.2x in 2024 to 2x in 2025) by adopting at least 8 of the top 20 creative best practices, and that those 20 creative best practices explain over 70% of video ad performance (from 80% in 2024 to 70%+ in 2025). Where 58% of videos were sub-optimal in the 2024 US only study, across both markets this has risen to 81% in 2025, with just 15% optimal in EMEA.
The original study highlighted a set of creative best practices that drive strong performance, and the updated findings across both US and EMEA markets reaffirm that these fundamentals—such as showcasing product context, using emotion, focused messaging, compelling sound, and strong calls-to-action—remain consistently effective globally. However, to unlock the full potential of creative performance, marketers must go further by tailoring these elements to reflect regional preferences. While EMEA audiences tend to respond more to relatability, tone, and authenticity, US viewers show stronger engagement with clear structure, urgency, and direct calls-to-action.
Download the paper to discover our creative effectiveness measurement methodology.
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