If you answered TV or digital, to the question above, you would be wrong. In fact, if you chose any singular medium you would be incorrect. Truth is, all mediums deliver a strong ROI on your advertising investment depending on the specific needs of a campaign and the brilliance of the creative material.
Likability is neither predictive of creative effectiveness nor highly correlated against other key metrics. When we don’t copy-test an ad, we judge the ad based on whether we like it or not. The result is lots of underperforming ads and millions of dollars in wasted advertising investment.
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!
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.
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.
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.
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.
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.