We ranged a test recently on some ads that were airing in the UK during the World Cup, all from the same make list( purchaser electronics ). Some of the advertisers were official World Cup sponsors; others had an alternative football sponsorship association- and we evaluated them use a brand-new pre-test methodology that was co-created with major advertisers.

All the ads employed a football theme and the results from our unforced showing method attested this to be a strong hooking that enticed- and propped- viewer notification equally well across all the ads. Strong and consistent brand name attendance in each ad likewise led to the viewers precisely remembering which firebrand each ad was promoting.

What was missing?

However, one key happening was not quite right in the majority of these implementations. While the concoction was always clearly demo, it was not always the protagonist of the ad. The football theme was the dominant magnetism, which meant that onlookers too often lost sight of the product’s actual features and benefits. Eventually, the connection between the commodity and the sport was not ever clear to the viewers.

Even more crucially, most of the ads were not driving a direct or indirect call to action- be that their rights and interests to learn more about the make or brand, or a desire to go out and buy one.

The key learning

In this measure this is the only way focused on a small proportion of each brands’ promote undertaking around the World Cup- however, it’s always worth remembering that, while a brand may be relevant to the contest it patronizes, that relevance needs to be clearly inform the onlookers, in order for the symbol to benefit.

Our Ad FIT method identified that the strongest performer for an ad that fascinates( grabs and impounds viewers’ scrutiny ), stamps( leaves a positive, branded persistent impression) and initiations( generates a direct or incidental response from spectators) was not in this case “the worlds largest”‘ exciting’ implementation. It was the one that clearly disseminated the product’s advantages in a way that was relevant to the’ large-hearted sports event’ topic- thereby driving a timely inclination for the product.

Read our connected press release: Humorous ads trigger greater response than stylish ads screened around a World cup finals sport

For more information on how you can increase your ad achievement with AdFIT pre-launch experimenting, delight don’t hesitate to contact us.

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