Retailers deployed a very different mix of creative tools for BTS 2015, using only half the number of creative executions (77 ads) as the prior year (146). As it turns out, fewer is better in terms of impact.
Tips from the Best Back-to-School Ads for 2015
For one thing, radio ad executions rose from 7% of the creative mix in 2014 to 25% this year, indicating that radio is far from “dead.”
For another, the number of 15-second TV executions increased from 23% to 64% while 30-second executions nose-dived from 77% to 36% over the same time frame. Clearly, marketers opted to spend less in creative production and more in media with shorter, more frequent messaging to maximize creative effectiveness.
Of all creative, ads with the highest ABX Call-to-Action scores belonged to Best Buy, with Walmart’s a close second. ABX consumer surveys showed Walmart with the highest average Back-To-School and Back-To-College anticipated spend-per-household at $217.
Best Buy matched Walmart in the Back-To-College segment, but its average spend from non-college- bound households significantly lagged Walmart’s. And, as expected, Back-to-College spending correlated very well with ABX Call-to-Action metrics as shown below. If you are interested in getting competitive intelligence from advertising, take a look at this resources page.
For the highest overall creative effectiveness scores, the following three ads resounded best with viewers:
Target TV Spot – (ABX Index 130) - this spot played on an emotional connection. A child commentator plus upbeat background music communicated how Target gave to schools when customers shopped at stores or online and called for help to raise a billion dollars for kids and school.
Kmart TV Spot - (ABX Index 129) – This upbeat spot features a highly enthusiastic spokesperson who delivers the ‘no money down lay-away’ message.
Best Buy TV Ad – (ABX Index 124) – This situation/resolution format showed how Best Buy helped solve a consumer’s technology need and showed an end benefit.
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How the ABX Testing is Done
ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology.Why You Want to Subscribe
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