Results at a glance
Below is a breakdown of each area analysed within the assessment. The results are ranked by the percentage of advertisers assessed that shared the attribute within their recent Facebook ad creative. The scores below are based on three key criteria: ad relevancy, visual quality, and offer quality. A full breakdown of the methodology is available here. A total of 59 fast-growth retail advertisers were assessed in the United Kingdom, United States, Canada, Germany, France, Sweden, Denmark, Australia, and New Zealand.
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ad relevancy
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Who's leading the way in retail
Below are some best practice examples of Facebook ad creative in practice.
Huel is a meal replacement product, available in powder, bar and drink formats. It has now sold more than 50 million packs, generating £40m in revenue and 185% year-on-year growth in 2018.
REFLECT YOUR AUDIENCE
Huel's customer breakdown is roughly 65% male, 35% female. They are predominantly time-poor office workers between age 25-45, and this is factored in to the ad, with commuters a particular focus.
MADE FOR SOUND OFF
Whether the user has the sound on or not, Huel's core message resonates due to a combination of white-on-black text, and visual prompts. The message translates visually, making the most of each and every impression.
UNDER 20 SECONDS
As with most high-performing video ads, the ad is made with the scrolling user in mind, and keeps it's message short and to the point.
STRONG CTA
The end screen demonstrates the product with a 'Shop Now' overlay CTA, with each individual layer of the image animated separately, to drive the user's attention to specific details within the image.
