Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”
In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”
The ARF’s Jay Mattlin brought together the presenters from Day Two’s Diversity in Advertising track to expand on the common themes and findings from their individual studies. The panel agreed that, in communicating to diverse audiences, mere representational casting or presence in ads and content was not enough. Creative that resonates with multicultural audiences needs to incorporate elements of empowerment, appear in representative programs, and show underrepresented groups in positive, non-stereotypical ways. The following are edited highlights from the panel discussion.
This panel built on research and discussions at two ARF Town Halls about the quality of ad impressions on different platforms. Two issues were highlighted: measurement challenges and assessing the value of time spent with and of attention to advertising.
Barb Murrer of Levi Strauss & Co. moderated a panel discussion with the presenters in the concurrent track, Optimizing Ad Creative in the New Landscape. The following are edited highlights from the conversation.
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
The presenters were given an opportunity to break legacy rules and reimagine the ad experience from the ground up. Making the ad experience should be as enjoyable as the content itself and as effective as possible for marketing partners.
The advertising industry needs more support in its efforts to harness creativity. Pointing to a Cannes-Lions State of Creativity report statistic—just 20% of brand leaders feel confident they can convince CFOs to invest in high-quality creative work—Adam Sheridan of Ipsos believes his research can help agencies and brand managers overcome barriers to adopting and promoting quality creative. He offered insights from his upcoming book, MISFITS: How Creativity in Advertising Sparks Brand Growth.
As many companies join in Pride celebrations this month (and some deal with backlash), we review the growing amount of research available to inform marketers on how to best market to and in support of LGBTQ+. We recommend these studies, all conducted in 2022 or 2023:
This research suggests that empathy appeals in branding and advertising should be considered. Read more »