Unpacking Ad Effectiveness: The Roles of Media, Creativity, Branding, Targeting and Premium vs. UGC Content

Summary

The ARF and MediaScience have conducted a comprehensive study to understand the relative contributions of media platforms, creative quality, brand recognition and targeting, as well as the impact of premium versus user-generated content (UGC) on overall advertising effectiveness. Using eye tracking, neurometric data and post-exposure surveys, the study examined ad effectiveness through consumer recall, recognition, brand favorability and purchase intent. Most prior research based on CPG sales concludes that creative is more dominant in the success of a campaign. This study, based on multiple categories and biometric and neuro measures concludes that media is just as important.

The study confirms key findings from prior research, such as the importance of media platforms (with podcasts and TV excelling in recall), high-quality creative improving sentiment, and targeted advertising enhancing engagement. It also supports the role of digital UGC in driving purchase intent due to its relatability. However, it challenges existing assumptions by showing no significant biometric differences between high- and standard-quality digital creative. Notably, UGC outperformed premium digital content in purchase intent and likeability, especially for unknown brands—a finding specific to mobile platforms where the comparison was conducted. These insights reflect shifting dynamics in ad effectiveness and the growing role of relatability and platform-specific optimization.