Your Creative Drives 4.96x ROAS.
Now You Can Prove It to Finance.
Stop Losing Creative to Budget Cuts.
Your creative data exists across brand lift, engagement, conversions, and earned media. We translate it into one financial metric—Creative CPM—so you can answer the question that kills creative budgets: Does creative deliver higher ROI than media?
Proof: What Changes When Creative Has Financial Language
Sandvik Global B2B Campaign
Creative Investment
Creative ROI vs. Total Cost ROI
Outcomes Multiplier
What this means: Creative outcomes (brand lift, engagement, conversion, earned impressions) were standardized and priced at CPM rates. Each outcome type was valued individually. When compared to total cost ROI on the same metric, creative outperformed 3.13x. Twenty different outcome types were measured, priced, and incentivized.
One metric. Total ROAS. One decision. Budget allocation clarity.
What You Can Now Do
1. Answer the Budget Question With Data
Is creative outperforming media?
Before: Guess. Politics.
After: "Creative is 3.13x total cost including media. Reallocate accordingly."
2. Optimize Creative Like You Optimize Media
Direct resource allocation with precision.
Before: Brand lift score. No direction.
After: "This creative performs 4.2x better in this geography."
3. Align Your Teams on One Metric
Media + creative + finance, unified.
Before: Misaligned incentives.
After: Total ROAS. One shared outcome.
Why This Matters (And Why Now)
You already have creative data. Engagement scores. Conversion rates. Brand lift. Earned impressions. Production costs.
For 30 years, creative data existed but nobody created financial standards to translate it. So creative got cut because "we can't measure it" became accepted policy.
Michael Farmer's 2026 research: Creative agency compensation collapsed 75% while media spend exploded 7x.
Yet IPA data proves: Awarded creative is 11x more efficient at driving market share growth.
McKinsey CMO survey (2026): Brand marketing is the TOP priority, but performance media allocation persists.
The gap isn't that creative doesn't work. The gap is that creative was never priced.
Now it is.
The methodology standardizes creative measurement across 20+ outcome types (brand lift, engagement, conversion, earned impressions, etc.), assigns each a financial CPM value based on category and geography, then aggregates to ONE metric: Total Creative ROAS. Same language as media. Same rigor. Same credibility.
The Handicap: Two Languages That Can't Align
Media Speaks Financial
- CPM (cost per thousand)
- ROAS (return on spend)
- Efficiency metrics
Measurable = Defensible
Creative Doesn't
Priced by: Labor costs
Not measurable financially = not defendable.
Result: Budget Cuts Follow
The Unlock: Creative CPM Solves This
Price by Performance
Creative priced by outcomes, not labor.
Speak the Same Language
Creative and media now use financial metrics.
Align Teams
Creative + media optimize toward shared outcomes.
What This Enables
Teams Align
Creative and media optimize toward the same outcomes.
Data-Driven Allocation
Decide based on creative performance, not default cuts.
Creative Defends Itself
Finally has the language your CFO needs to hear.
Creative Multiple Improves
Not because creative works better—because it has credibility.
Methodology validated with real campaign data. Published by the CMO Council.
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"We were finally able to answer the question that was killing budgets: "Does our creative actually outperform media and the total investment?" The answer was yes—4.96x for one campaign. That changed everything about how we plan, allocate and recommend."
Guy Hayward — CEO, Localheroes.marketing / Ex Global CEO, Forsman&Bodenfors / Co-Founder, 180
Here's What This Looks Like in Practice
One real global B2B campaign. Real numbers. Real outcomes.
This Sandvik campaign measured 20 distinct outcomes across engagement, brand lift, customer acquisition, and market share—then priced creative's contribution to each. The result: clear proof of creative's financial leverage, validated by the CMO Council.
Creative was priced by labor costs. Media was priced by performance (CPM). The measurement gap never closed.
AI makes production costs approach zero. Proving which creative ideas drive value becomes critical, not optional.
Performance marketing will be commoditized. Brands that can't defend creative will compete on price, not differentiation.
What Creative CPM Reveals
Prove Creative ROI
Move beyond 3rd party tracking and assumptions. Creative CPM delivers financial proof of your creative work's value—finally closing the gap between creative costs and measurable outcomes.
Optimize Spend Allocation
Strong creative means less media spend needed. Weak creative? You'll know how much more media is required to hit targets. Reallocate budgets with confidence.
Justify Creative Investment
When creative multiplies results, prove it to stakeholders. Show CMOs and finance teams exactly how quality creative reduces overall costs and drives better outcomes.
Align Media & Creative Teams
When both teams measure success the same way, collaboration improves. Creative CPM creates a shared value system for media and creative.
Market-Based Creative Pricing
Creative CPM establishes CPMs for creative outcomes—just like media has had for decades. Know what impressions, video views, and engagement are actually worth when driven by creative, not just media distribution. As AI makes production costs approach zero, Creative CPM proves whether $0 production + $1M media delivers a lower multiplier than $100k production + $500k media. We defend the value of creative ideas with math.
Six Design Requirements for an Industry Standard
Every existing measurement approach fails at least two of these. Creative CPM was designed to satisfy all six.
Financial return, not a proxy metric
Measures actual dollar value generated per dollar of creative investment. Not recall. Not attention. Not predicted effectiveness.
Cross-platform and cross-channel
Works across TV, digital, social, OOH, experiential, and every other channel. One metric, comparable everywhere.
Cross-category and cross-geography
Applicable to FMCG, automotive, tech, healthcare, B2B, or any category. In any market. With any budget size.
Scoped to what teams can actually control
Measures the effect of creative and media decisions, not sales outcomes confounded by pricing, distribution, and seasonality.
Structurally independent of buyer and seller
Not owned by a platform, agency, or media company. An independent standard both sides can trust.
Accessible enough to build benchmark data at scale
Low enough cost and complexity that thousands of reports can be generated, creating the benchmarks that make the standard useful.
Data Requirements for Report
Enter manually or upload spreadsheets with your complete campaign data. Creative CPM's proprietary methodology aligns media and creative measurement—oversight and governance built into every step.
Results
Paid, Owned, Earned, Shared, Brand Tracking Increases, Sales, Site Visits, Time Spent Increases, any and all outcomes affected by the program.
Total Production Cost
Cost of concept, design, build, shoot, including agency fees and talent.
Total Paid Media
Total paid, sponsored and any bought digital or physical media cost associated with the program or campaign.
Weekly Insights
Get weekly insights on proving creative ROI, case studies, and new methodologies directly to your inbox.
Get Your Creative Multiplier
Start with one campaign and see your creative multiple. Then scale across your portfolio to establish benchmarks and drive allocation decisions.
Single Report
One campaign, fully analyzed.
- Fixed-rate Creative CPM valuation
- PDF report + data breakdown
- Email support
Guided Start
One campaign + expert guidance.
- Fixed-rate Creative CPM valuation
- Data assembly consultation (30 min)
- Results interpretation call
- Priority support
Portfolio Benchmark
Five campaigns + strategy.
- 5x Creative CPM valuations
- Strategic consultation (60 min)
- Measurement roadmap
- Ongoing support
Early Access pricing. Lock in these rates—they won't last.