From creativity…to effectiveness!
Published on 30 06 2020Article Mark Vroegrijk – Senior Methodologist
Summary
Especially in times of crisis, it is important that your commercial stands out with a good creative. That is why DVJ conducted an empirical study on the effectiveness of advertising and the role of creative execution therein. With this study we want to understand how big the impact of creation is and which “GRP-gains” one can reach by using a better creative.
The results show that the effectiveness of advertising is indeed dependent upon the creative execution of the ad. We find that a striking and distinctive commercial, as well as a commercial that is fun, attracts more attention, which causes higher recognition. Other factors that play a role are related to the extent to which the consumer can relate the commercial to existing memory structures, namely understanding and brand fit of the commercial. The determining role of the creative dimensions in the return of each GRP, is significant. Different simulations based on the results, show that a TV-campaign (with average media investments) can get 50% higher recognition scores when the commercial scores top 20% (compares to bottom 30%). In sum, a better commercial will make the same GRPs worth more!