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 match the right vetted crew to 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
Video made with the campaign in mind rather than the showreel. The shoot is planned around the placements it has to fill, the edit is built to be compared against other versions, and the work carries on after launch based on what the results say.
More than one. Paid platforms improve results by testing creative against creative, so a campaign with a single asset gives the system nothing to work with. How many versions makes sense depends on your budget and placements, and we will scope that with you before the shoot rather than guess at it here.
Often, yes. Send us the library and we will tell you whether it can carry the campaign or whether the material needs a day on set. We would rather say so up front than take the budget and hand back something thin.
Two to four weeks from brief to first delivery for most campaigns, including a production day. Rush timelines are sometimes possible. Call us at (866) 780-7794 and we will tell you what is realistic before you commit a budget.
For in-store and retail placements we tie exposure back to sales outcomes. Elsewhere we report what the platforms and your analytics can actually show. Where a number cannot be measured cleanly, we say so rather than modeling it into something that looks better than it is.
Our focus is the creative. We produce the film and the cutdowns, and we deliver them in the formats your placements need. If you want to talk about where the work should run, start with our CTV advertising and digital display pages, or call and we will point you in the right direction.
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.
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