Dynamic Logic's study, dubbed "Online Creative Best Practices," focused on the last 100 consumer campaigns per industry during the last three years and involved "a few million respondents," said Amy Fayer, a research manager for the company. Financial services, automotive, packaged goods, entertainment, and retail were the categories included among the 170,000 ads in the research.

The study compared the top 10 percent and bottom 10 percent of ads when it came to performance metrics. Based on differences between the two extremes, the research team examined percentages of each element (copy, photos, logos, etc.) being measured before confirming or disproving a hypothesis.