B
Evidence Grade B
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Recent
11
11 -- positive roi likelihood multiple for highly creative ad campaigns vs non-creative campaigns (2025)
Highly creative campaigns are 11 times more likely to generate positive ROI compared to non-creative ones.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
11
Unit
Multiple
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business Review
Primary
Tier C
https://www.mktg.ai/post/why-creative-performance-matters-more-than-ever ↗
Source Article
Why Creative Performance Matters More in 2026 | mktg.ai
Why Creative Performance Matters More Than Ever
Updated: Feb 6, 2025
In today’s hyper-competitive market, the age-old adage “content is king” has never been more relevant. The quality and effectiveness of creative content are central to marketing success, but in an era dominated by data-driven strat…
Original Research
Harvard Business Review
· Original study ↗
Methodology
Harvard Business Review research cited by mktg.ai
Methodology documented
Segmentation
Industrymarketing
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Plain Text
highly creative ad campaigns vs non-creative campaigns: 11 positive roi likelihood multiple. Source: Harvard Business Review (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creative-campaigns-positive-roi-likelihood
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<blockquote cite="https://lighthousedata.io/data/creative-campaigns-positive-roi-likelihood" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>11</strong> -- positive roi likelihood multiple for highly creative ad campaigns vs non-creative campaigns<br><small>Source: Harvard Business Review (2025) · <a href="https://lighthousedata.io/data/creative-campaigns-positive-roi-likelihood" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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