Ad Effectiveness Scores for Capital One Show Power of Print

Posted by Gary Getto on Jul 13, 2015 2:09:00 PM

It is unlikely you’ve not seen Jennifer Garner as Capital One’s Venture® Card airline mileage credit card spokesperson, or Samuel Jackson pitching its cashback card. Capital One has produced dozens of different versions of their ads for each of their cards.


We’d like to highlight the top two Jennifer Garner ads since they are both high-scoring in advertising effectiveness measurement, but with different characteristics.

Capital One's Jennifer Garner Ad Comparison

While 60% of Capital One’s most effective ads are TV ads, their highest scoring Venture Card ad is Print, reinforcing that TV is not the be-all and end-all in advertising.

What’s more, while both ads are successful and above average, the print ad had better Call-to-Action and Reputation metrics than the TV ad did. The TV version had slightly higher Awareness and Messaging, but neither KPI represents a statistically significant difference.

Print Version

Jennifer_Print_Scorecard

Television Version

Jennifer_Garner_TV_Scorecard

The print ad headline asks the compelling question, “Can your airline reward miles get you any seat in the sky?” which is answered in the subhead, “Venture Miles can.” If you are interested in an airline reward card, what more do you need to know?

The TV ad delivers the same message, using a clever visual of empty airline seats rolling into balls and disappearing from view when you try to use your miles on other cards. The messaging makes it clear that only Venture makes those seats available.

Both ads have high ad effectiveness scores, but the print ad cuts to the chase and delivers a clear message that results in a higher Call-to-Action and an improvement in brand Reputation.

What the Numbers Mean

To put this into perspective, Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). For example, the print ad's Reputation score of 196 is 96% higher than the average for all ads, which is a phenomenal result. Please follow this link if you'd like more information about definitions and methodology. 

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Topics: Credit Cards

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