Think Your Ad Creative is Effective? You May be Shocked.

Posted by Gary Getto on Mar 15, 2016 11:45:47 AM
Generating effective ad creative is hard and data proves we are unsuccessful more often than not.  Every advertiser risks his advertising investment with a large number of suboptimal, poor-performing ads he doesn't know about that is reducing his ROI and causing lost opportunities. But there's hope!

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Topics: Data-Driven Keys

What Were they Thinking? The Five Worst 2016 Super Bowl Ads

Posted by Gary Getto on Feb 16, 2016 12:03:13 PM
In Friday’s post, we looked at the Top Five Super Bowl 2016 ads and why they were truly “Effective” as opposed to just “Likeable.” We also said this year’s crop of ads was disappointing compare to years’ past, with 2/3 below “average” as measured by ABX ad effectiveness research.  We didn’t even mention the ads at the bottom of the rung, which include some real zingers that we'll dissect today.

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Topics: Super Bowl 2016

The Truth About the Top Five Super Bowl Ads

Posted by Angela Jeffrey on Feb 12, 2016 11:18:29 AM
Advertising for the 2016 Super Bowl was disappointing, to say the least.  Of 61 TV spots evaluated by ABX:
  • Only 22 (36%) were equal to, or above, the “average” ABX Index for TV ads
  • Only eight (13%) were “excellent” based on ABX benchmarks
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Topics: Super Bowl 2016

Subway Wins Top Ads of the Week in Three of Five Media Types

Posted by Gary Getto on Feb 3, 2016 10:44:55 AM
Subway’s back, with gusto!  Of ABX’s Top Ads of the Previous Week, Subway scored #1 in three of the five media types tested by ABX each week – Television, Internet and Out-of-Home.  Relating to its slogan, “Founded on Fresh,” the highly effective advertising plays off words, letters and numbers with super-crisp typefaces, memorable low prices, and fresh-looking food.
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Topics: Restaurants

Holiday Print Ads - bet you Can't Eat Just One!

Posted by Angela Jeffrey on Jan 12, 2016 12:52:57 PM
Take a look at the three Holiday ads below and the ABX Index scores beneath.  All three knock it out of the park in ad effectiveness with an overall ABX Index of 21% to 34% above average (ABX 121-134). Since ads that score above average (ABX 100) optimize media buys, that is a good thing.   Pizza Hut is #1 overall and look how the food just pops in the ad below. You can just taste it.
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Topics: Food

The Microsoft-Apple "Bear Hug:" Winner or Loser for Microsoft?

Posted by Angela Jeffrey on Dec 10, 2015 2:01:34 PM
Earlier this week, Microsoft launched a TV spot that has raised the ire of some and the admiration of others.  You’ve seen it: the spot features Microsoft employees caroling about peace as they walk to an Apple store to serenade their competitors. 
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Topics: Electronics

Maximizing the Ad Effectiveness of Print and Online for Household Products

Posted by Angela Jeffrey on Dec 3, 2015 3:50:45 PM
More dollars are moving to online, often at the expense of print, but the quality of online creative is highly variable and many online ads don’t work well enough to support their investment. A look at Quilted Northern, Lysol, Glade and Tide give us some perspective.
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Topics: Household

McDonald's All Day Breakfast - Hashbrowns Yes, Hashtags No

Posted by Gary Getto on Nov 24, 2015 1:50:36 PM
We evaluated McDonald’s new “Breakfast All Day” creative.  If you’ve seen our previous data, you know that McDonald’s has been struggling all year in ad effectiveness. 
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Topics: Restaurants

Do Beautiful Women 'Sell?' Yes and No.

Posted by Angela Jeffrey on Oct 27, 2015 1:34:28 PM
Do beautiful women or celebrities ‘sell’ in personal care/beauty advertising? Do we ‘hate them because they are beautiful?’ Or, do we prefer their beauty to the plainer ‘real woman’ ads that have been such a popular trend?  What about those boring product ads?  Does anyone actually read them?
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Topics: Personal Care

Ad Execs Say Today’s Creative is Good. Is it?

Posted by Gary Getto on Oct 20, 2015 12:07:35 PM
 A  recent CRN International survey of 124 advertising executives concluded that advertising creative today is more than adequate, and almost 30% said it had improved over last year. We beg to differ.
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Topics: Credit Cards

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