creative effects

Augmented Reality – Unlock New Technology to Drive Brand Growth

Aarti BhaskaranGlobal Head of Research & Insights, Snap

Kara LouisGroup Research Manager, Snap

Aarti Bhaskaran and Kara Louis of Snap presented their amalgamation of work on augmented reality (AR) with key data and client case studies from the last two years. Showcasing the growth of the AR landscape, Aarti and Kara featured how consumers are gravitating towards AR and the expanding number of opportunities available for advertisers in reaching new audiences and utilizing within the media mix. Case studies include brands using AR try-on technology from Champs Sports and Clearly eyeglasses. Key takeaways:
  • AR usage is widespread and growing, from Boomers to GenZ. By the year 2025 there will be approximately 4.3 billion AR users across all generations.
  • Almost all marketers (91%) think consumers use AR for fun, but 67% of consumers prefer using AR for shopping over fun (53%).
  • Interacting with products that have AR experiences leads to a 94% higher purchase conversion rate, as individuals can better assess them and feel connected with brands. Certain AR applications can substitute physical shopping with different features varying across the customer journey.
  • Interactive and personalized shopping experiences reach Gen Z—92% are interested in using AR for shopping, with over half of Gen Z saying they’d be more likely to pay attention to ads using AR. Gen Zs are also twice as likely to buy items that they have experienced first using AR than those who don’t.
  • AR lenses on Snapchat outperformed all other media formats. Other platforms would need 14-20 ads to generate the same level of attention as Snapchat lenses.
  • AR not only drives short-term impact with higher purchase intent and brand preference, but it also improves brand opinion, influences implicit associations and increases likelihood to purchase and recommend.
  • The creative attributes that include logo and product branding, complexity, messaging and user experience show a significant relationship with AR performance in brand lift.

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Emotional Drivers of Long-Term Effectiveness of YouTube Ads

Manuel Garcia-Garcia, Ph.D.Global Lead of Neuroscience, Ipsos

Ariane PolGlobal Head of Research for Creative Works, Google

Geraldine RodriguezClient Manager Applied Research, Ipsos

Can YouTube help drive long-term brand building? How do you measure long-term brand building? When brands want to air strategic long-term campaigns, they typically revert to traditional media. Most people are not in need of a brand’s immediate offering, but they represent the biggest sales opportunity. Ten years ago, the IPA demonstrated that campaigns whose primary focus was emotional were the most effective. Emotions are the fuel that allow high conversion over time. Brands should tap into emotions of consumers that may not be interested in a product now but may be relevant in the future. Ipsos partnered with Google Creative Works to study the observed and declared behaviors. Methodology: A triangulation of methods were used. They were Creative/Spark (market validated KPIs of creative impact); Ipsos Bayesian Nets (models the impact of emotion); Ipsos Emotion Framework (captures emotional responses). Ipsos Emotion Framework defines emotions as physiological changes we experience in response to the environment. These are complex emotions that are heavily driven by culture and context, and they are therefore, not universal. This complicates measuring emotions. While emotions are not universal, we can explain emotions based on valence, arousal and control. This maintains the cultural authenticity but can be compared across cultures. The experimental approach to measuring long-term brand growth included a brand relationship index (BRI), comprised of brand performance = how would you rate [brand] in terms of what you are looking for in a [category] + brand closeness = how close do you feel to [brand]? Findings:
  1. Valence alone explains 28% of variance of long-term brand sales growth for YouTube videos. Highly pleasant residual emotions on YouTube ads have predictive power over long-term brand growth. This works for both YouTube ad formats (skippable and forced).
  2. Highly pleasant YouTube ads make people willing to pay more, reducing price sensitivity.
  3. The highly pleasant emotions that correlated with valence were warmth, happiness, calmness, love, nostalgia and excitement.
  4. Empathy and surprise become important predictors of the brand relationship change index in the long term.
  5. To analyze how respondents group emotions when reporting how ads make them feel, a sophisticated analytic technique based on Bayesian network was applied. This method shows that ads can awaken different emotions, not just one emotional note. Empathy and surprise are more neutral by nature, and this can lead to either positive or negative emotions. They can be bridge emotions between negative and positive emotions.
Key takeaways:
  • Digital media like YouTube can be a prime brand building vehicle, not only for short-term tactical business objectives.
  • Highly pleasant emotions account for 28% of long-term brand growth. Brands should leverage this knowledge to create powerful, emotional storytelling to get closer to current and prospective clients.
  • Positive emotional storytelling supercharges performance. It makes people more willing to pay more for a brand.
  • Emotional storytelling doesn’t mean focusing on one single tone—brands can experiment with several emotions to create powerful and emotionally stirring narratives.

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Viewer Pre-Dispositions to Seeing an Ad in an Unexpected Language

Ben Cunningham Director, Ad Experience Measurement, NBCUniversal

Simran SrinivasanProduct Manager, Video Products, NBCUniversal

Ben Cunningham and Simran Srinivasan of NBCUniversal shared their research on whether ad effectiveness changes when the language of the ad and the content is not aligned. They specifically examined what was working and not working when targeting Spanish language speakers. Their methodology included a three-phase approach, starting with a qualitative study in local markets with high Hispanic populations (e.g., LA, Miami) as well as through virtual groups to better understand their tolerance for language fluidity that is happening on their connected TVs. This was followed by a quantitative phase (n=7,200) with an experimental design where participants were recruited to watch content as though they were watching on Peacock with similar ad loads. A post-exposure survey was conducted to evaluate brand effectiveness, ad effectiveness and general perceptions towards the experience. This phase was paired with biometric research where they used facial coding to track the information processing and unconscious responses. They tested Spanish vs. English language ads in English and Spanish language content. Overall, they found that people generally understand ads in a different language, it doesn’t affect the enjoyment of the show and there was not much difference on recall. Key findings: For Spanish language ads in English language content:
  • Strong visuals still carries the message: 78% generally understand the ads that were in a different language than the content even if they are English-only speakers.
  • Seventy-one percent said that it was not disruptive to their experience to see ads in a different language than the content.
  • There was only a 3pt difference in recall for English ads (46%) vs. Spanish ads (43%) seen in English language content. However, there was a 10% boost in recall among the Spanish dominant group for Spanish-language ads and a 10% decline in recall for Spanish-language ads among the English-only group.
  • There was not much loss of attention or processing power from beginning to the end of the Spanish language ads for all test groups (English only, bilingual and Spanish dominant).
For English language ads in Spanish language content:
  • Previous exposure to both English and Spanish language content is the top determinant in ad language receptivity. The group with the most exposure to both languages is the most receptive to the ad itself.
Key takeaways:
  • There is an actual opportunity to use English language content as an effective place to reach Spanish and bilingual speakers.
  • There is a need to be super careful and thoughtful about how we define audience segments as there is a loss of effectiveness when we reach the wrong person too many times.

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Mapping the Impact: When, How and Why TV Commercials Work Best

Jeff BanderPresident, eye square

Sandra Schümann Senior Advertising Researcher, RTL Data & Screenforce

Marvin VogtSenior Research Consultant, eye square

Screenforce conducted a series of studies beginning in 2020, examining reach, success, mapping moods and impact in relation to attention. They mapped the impact by investigating when does which type of communication work best and why? There were 8,304 ad contacts in-home, 285 participants in a natural way (living rooms). They also examined 64 brands in three countries. The largest media ethnographic study in Europe examined usage situations and scenarios. There were four different scenarios: 1) Busy Day scenario (2-6PM Mon-Fri, people are distracted and focused on other things), 2) Work is Done (after 6PM, first lower part of concentration, seeking for better mood), 3) Quality Time (8-10PM, prime time, high activation of quality time, “Super Bowl moment,” high focus on screen), 4) Dreaming Away (10PM-1AM, typically alone, before sleep, dreamlike situation). Each of the 64 ads was tested in all four scenarios. The study included a technical objective criteria, subjective feeling and creative approaches. Eye square found a way where no additional material is needed other than an instruction book, webcam and GSR. Key findings:
  1. Visual attention is highest at late night (86%). Recall for ads works best in evening (75% Quality Time and Dreaming Away). However, advertising is shown to fit better earlier in the day.
  2. Characteristics per scenario: spot liking rises when using brand jingle (audio) in Busy Day scenario. This is because during the Busy Day scenario people are distracted and the jingle can help retain their focus.
  3. On a Busy Day, use strong brands with strong branding. When work is done, use ads to create a good mood. During Quality Time, it’s time for the big stories. During Dreaming Away, less is more.
  4. In sum, it is possible to find out which scenario works best for the spot and optimize the ads and find the best possible time and spot to air the ad.
Key takeaways:
  • TV ads have a strong effect, but there are ways to improve this impact.
  • Usage scenarios of audience has impact on ad effectiveness.
  • TVs can achieve a higher effect if they take the usage scenario into account.

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Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?


At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?


At this Insights Studio, JAR authors in Australia, China and the U.S. presented their recently published research on topics that some in industry may consider controversial. One found evidence of brand safety risks in programmatic advertising when ads were placed in negative news environments, contradicting some industry research. Another discovered social targeting spillover effects that suggest advertisers rethink conventional targeting methods. Other work came with unexpected findings: that highly creative advertising—although important for attracting attention—can have harmful effects on familiar brands, while benefiting unfamiliar brands. In the concluding Q&A, panelists explored aspects of brand recall relevant to their research, and whether brand size and other media channels would affect their results.

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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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How Do You Stimulate Great Creative and Measure It?


At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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