Everyone has a favorite TV commercial – one that excited or delighted them, resonated personally, got them thinking, and/or piqued their interest in a particular company or brand.
Features imagery and dialogue focused on evoking emotion. Rarely includes pricing information
Focuses on driving response through a timely offer or incentive. Usually includes pricing information
We know that audiences perceive information differently. Here’s how survey respondents perceived the following ad types:
Key Takeaway
While the hybrid ad type did check the boxes for all four perception categories, it didn’t do so overwhelmingly in a single area. For the strongest viewer connection, consider producing multiple creative messages as part of a TV campaign to connect with viewers who perceive creative differently. If only one creative version is possible, taking a hybrid approach may be optimal for the campaign.
When it comes to engagement, different creative messages influenced the actions viewers were more likely to consider taking as a result of seeing the ad. Here’s how survey respondents expressed engagement with the following ad types:
Key Takeaway
It’s important to tailor your creative to drive the types of engagement you are hoping to stimulate with audiences. While hybrid ads can drive different forms of engagement, they don’t excel in one area over another.
Having different creative messages for different tactics leads to the greatest opportunity.
If an ad campaign can only include one creative, a hybrid ad will work best as it supports both perception and engagement.
Creative has a significant impact on viewers, and in-market viewers respond more favorably towards ads.
Creative is a vital part of advertising and we are pleased to validate our recommendations with viewer responses. While these findings support what we've always believed to be true, they provide further evidence of the importance of diversifying creative messaging.
Annie Hagerty
Sr. Insights Analyst
It behooves marketers to consider the strategic implications of their TV commercials in order to drive greater response from viewers. It’s important to keep in mind there are many different paths to purchase taken in the modern buyer’s journey, so understanding how viewers react to and engage with different creative messages is key.
