Key Takeaways:
- Editorial-style ads consistently outperform design/display ads because they build trust and encourage longer reading.
- Photos and videos dramatically boost response — in this test, a video image increased engagement by 48%.
- Headline testing is crucial — one tested headline beat another by 18%.
- Testing works across every channel — digital, direct mail, TV, CTV, and more
- CDMG’s scientific direct-response testing helps marketers achieve measurable, scalable success.
Should you use a video, a photo, or just straight copy in your next ad?
We decided to find out.
At my direct response ad agency, CDMG, my team compared several ad formats — editorial vs. design/display layouts, and versions with and without photo or video. Then we tested the headlines.
Here’s what we discovered and why it matters for every marketer who wants higher results.
The Test Results
- Editorial-style ads outperform design/display ads.
This is something we’ve seen for decades across thousands of campaigns. Editorial ads look and feel like useful content — not sales messages — so readers engage longer and are more likely to respond. - Including a photo or video boosts response — dramatically.
In this test, adding a video image increased response by 48%.
Similar findings from Nielsen and Facebook confirm that visual elements trigger higher attention, more clicks, and deeper recall — because humans are wired to notice faces, motion, and emotion. - Headline testing still makes or breaks performance.
In this round, Headline A: Facebook missed it! Google wants it! generated 18% more clicks than Headline B: The Great Mobile App Bidding War.
That’s a powerful reminder: even small headline shifts can deliver double-digit gains.
Why Testing Is Critical
Testing is the heartbeat of direct-response marketing.
Whether it’s a digital campaign, direct mail package, TV commercial, or Connected TV ad, testing tells you what truly drives results — not what you think will.
Guessing costs money. Testing makes money.
By testing one variable at a time such as headline, image, offer, format, or call-to-action you:
Uncover what actually moves your audience to respond.
It transforms creative ideas into proven, scientific data you can scale with confidence.
The most successful marketers don’t rely on luck.
They rely on testing.
Across all industries — financial, healthcare and wellness, B2B, nonprofit — one fact stands firm:
Editorial-style ads plus a strong visual and a tested headline equal the highest ROI.
Action:
If you’d like to create response-boosting ads for your next campaign, we can help.
My team at CDMG designs, tests, and tracks results across every channel:
• Digital and Social Ads
• Direct Mail and Email
• Television and Radio
• Connected TV (CTV) and OTT
• Landing Pages, SEO, and AEO Optimization
Call Michael today at 615-933-4647 or email him at [email protected] to find out how CDMG can create and test a campaign that multiplies your results.
FAQ:
Q: Why is testing more important than ever in digital marketing?
A: Because algorithms and audience behavior change constantly. Testing ensures you adapt fast and keep improving ROI while competitors rely on guesswork.
Q: How often should you test?
A: Continuously. Even small changes such as new visuals, different headlines, altered CTAs can deliver big gains when measured and refined.
Q: Does testing work for traditional media too?
A: Absolutely. TV, radio, and direct mail all benefit from split tests and data-driven creative decisions. Direct-response principles apply to every channel.
Q: What’s the first step to start testing?
A: Begin with one variable. Test headlines, visuals, or offers. Use the winner as your new control — and keep improving from there.
About Craig Huey:
Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading authority on direct response, accountable advertising, and multi-channel marketing integration.
He’s helped over 1,000 companies generate breakthrough ROI through crisis-proof marketing strategies that blend digital, direct mail, and AI-driven data targeting. His team has won 124 marketing awards.
Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success
In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in.
We’re not just another ad agency. We are a top advertising and marketing powerhouse specializing in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
Why CDMG?
• Proven Success: 120 prestigious awards in 2024 alone.
• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories.
Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more!
Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market.
Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today.
Don’t wait—start transforming your marketing results now with CDMG, Inc.
Act now, grow faster, and achieve more with CDMG.