creative effects
- Targets & Segments
- Article
Victim Imagery Composition Affects Charitable Crowdfunding Donations
As charity fundraising becomes more competitive, the imagery used in crowdfunding campaigns requesting help for victims can make the difference between higher or lower donations. Evidence from new research shows that campaigns with images that show victims as helpless attract fewer donations than those showing victims helping themselves.
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- Targets & Segments
- Article
How AI and Deepfakes Could Reshape the Advertising Industry
Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?
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- Creative & Branded Content
- Article
Tingly Sensations Can Boost Recall in Video Ads
Autonomous Sensory Meridian Response (ASMR) is increasingly used in video ads to magnify your experience with, for example, whispers that trigger tingling sensations. Using four experiments, a global research team explores consumers’ reactions to ASMR and its sensory effect on memory.
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- Targets & Segments
- Article
Should You Tackle Banner Blindness with Personalization or Creativity?
Advertising practitioners often turn to personalization-based media strategies to counter banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads. But a new study challenges this practice by suggesting that breakthrough, creativity-based strategies may be more effective in some situations.
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Getting Creative Right: The Dynamics of Interactive Video Ads
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.”
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Doldrum of COVID Leads to Breakthrough Creative
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?”
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- Past Event Highlights
- Article
Concurrent Track Panel Discussion: Optimizing Ad Creative in the New Landscape
Presenters in each track participated in a moderated discussion.
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Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines
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.
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- Past Event Highlights
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Building the Ultimate Ad Experience
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.
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