As the Holidays approach, thoughts turn to retail. It's a perfect time to see how various department stores, fashion stores and online retailers have done in advertising effectiveness over the last 12 months. Some retailers, like Kohl's, have consistently good ads (outside of radio), while others (high-end retailers) always bring up the rear. This post explores the best ads across seven media types, analyzing why they work so well out of almost 1450 ads tested in the past year.
Audience numbers for Super Bowl 2018 were down, thanks partly to the National Anthem controversy. But ad effectiveness was the best in the past six years! Does the lower audience mean these ads were just wasted creative spend? Which demographic group really cares about them? Unlike other polls on the "most liked Super Bowl ads," see what ABX and marketing mix modeler Michael Wolfe tells us about what is working in Super Bowl advertising, and why. From a competitive advertising point of view, what a great show. For more information about competitive intelligence in advertising, click here.
In late 2015, Farmers Insurance and Allstate had the best TV spots for reaching both Millennials and GenPop together. Today, we fast-forward into the future to see how insurance advertisers have done against both audiences for 2016 and 2017, and how advertising effectiveness has improved in a big way!
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? If you're interested in ad analysis in more categories, see our Competitive Intelligence resources page for more.
Millennials. Love 'em or hate 'em, most brands gotta have 'em - and none more so than the Auto Insurance industry. Effective creative for Millennials often involves family and kids, provides practical information, stretches their limited dollars, and helps them get ahead. For posts on other industries looking at competitive advertising effectiveness, try our Resources page here.
Olive Garden is putting its creative agency account into review. Grey, which has had the account for 30+ years, is defending the business. The client is looking for a more "creative" approach to their ads.