How bad is the “average” ad?

Turns out it’s, uh, pretty bad. 

And it’s even worse for B2B brands.

System1 Group has tested over 100,000 ads. Srsly. 

And they find that ad effectiveness tends to follow a banana curve, not a bell curve. (Lots of weak ads, very few great ads.)

In fact, 85% of ads are 1- or 2-star ads. 

And for B2B brands, it’s even worse: 93% are 1 or 2 stars, and only 1 in 1,000 are 5 stars. Yikes! 

(Stars are hiiighly correlated with in-market business results, too.)

Are you running weak ads? Fix your creative and you could see a 5X-10X bump in business results (aka the Creative Multiplier).