The ad does more work than the targeting.
Performance video production for brands that want the creative to carry its share of the campaign. We shoot for the placements you actually have, cut for each one, and stay involved after launch. Chicago and Phoenix, working across the entire United States.
Creative accounts for 47% of the sales lift
When Nielsen broke down where advertising-driven sales come from, the creative itself accounted for 47% of the lift. Reach came second at 22%. Targeting, which absorbs a good deal of the planning conversation, came last at 9%.
NCSolutions put a number on the gap between that finding and how marketers see it: creative’s effect on sales is underestimated by roughly two and a half times.
Share of advertising-driven sales lift by contributing factor, per Nielsen
47%
Creative
The ad itself. What it says and how it looks.
22%
Reach
How many of the right people saw it.
15%
Brand
What they already thought of you.
9%
Targeting
Who the ad was shown to.
Source: Nielsen, on what drives advertising effectiveness. Marketer perception gap per NCSolutions analysis reported by MarketingCharts.
Why this matters
Paid platforms improve a campaign by comparing one execution against another. A campaign with a single asset gives them very little to work with, which leaves the targeting to do work the creative was always better placed to do. It is a reason to spend care on the ad, not just on who sees it.
What a performance video production delivers
01
Hero films
The centerpiece. Shot properly, lit properly, and written so the first three seconds earn the next thirty.
02
Cutdowns for every placement
One shoot, edited for the room it plays in. Connected TV, pre-roll, paid social, and in-store screens each want a different cut.
03
Work from footage you already own
If you have a usable library, we will recut it and tell you honestly whether it can carry the campaign or whether you need a day on set.
04
Versions to test against each other
Paid platforms compare one execution against another. We scope how many variants your campaign needs before we shoot, not after.
What we can measure, and what we cannot
For in-store and retail placements we tie exposure back to sales outcomes. That is the clearest read available, because the screen and the shelf are in the same building.
- In-store and retail exposure tied to sales outcomes
- Platform and analytics reporting for everything that runs online
- A plain account of which numbers are solid and which are directional
- No modeled figures dressed up as measured ones
The work runs wherever it fits: connected TV, paid social, and retail screens. If you need the film before you need the campaign, that is video production.
Before you brief a shoot
Tell us the placements. We will scope the shoot.
Bring the product, the placements, and the timeline. Two to four weeks from brief to first delivery for most campaigns.
Pair this with the rest of the system.
Podcast Production
Full-service podcast production for teams that want a professional show without the overhead.Learn more
Video Production
Cinematic brand video, series, and social cutdowns built for distribution.Learn more
CPG Retail Marketing
In-store display, creator campaigns, and activations, measured against sales outcomes.Learn more