ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Print Advertising Delivers High Effectiveness Score for Capital One

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.  When creating integrated advertising campaigns, it's critical to understand how each media type has its own strengths.  For more on integrated marketing, see our resources page here.

Capital One's Jennifer Garner Print Advertising Topped Television

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.

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 Garner ad scorecard print results, which are very high.

Television Version

Jennifer Garner TV ad effectiveness scorecard, also showing high scores.

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?

Jennifer Garner on an empty plane promoting Venture Miles.

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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And There's More ...

ABX is also offering an e-book, “Four Key Performance Indicators to Decrease Advertising Investment Risk & Build ROI,” to all readers, which shares insights gained from the world’s largest database of benchmarked ads.

With this e-book, you will learn the characteristics of powerful ads and how your ads can be more successful in driving results.

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Topics: Financial Services, Advertising Effectiveness, Print Advertising, Television

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