Creativity is a critical driver of advertising impact and can benefit businesses over time: a creative idea is memorable and effective. Yet advertisers have to work harder to push their creative ideas through a cluttered, personalized media environment. As a result, advertisers are constantly striving to get the most impact out of their creative investment. As we know, Relative to linear TV and other traditional advertising channels, digital media afford more control to customize what creative is served based on an individual’s browsing history and the specific programming watched. However, perhaps less utilized (and explored), the digital medium also offers control over the order in which creatives are presented.
Recent research by Ipsos indicates that advertising is more effective when creative assets are linked and delivered in sequence. This allows brands to tell a more elaborate, more memorable story by moving viewers along a planned sequence of content. This paper shares detailed data from our study illustrating that the sequencing approach results in a significantly stronger impact on key funnel metrics such as awareness and purchase intent as well as ad recall and message retention. Download and share today!
[WEBINAR] Media Still Matters: Affluents Deep Connection with Media Brands
Affluent Americans lead busy lives filled with work and family responsibilities. They are sought after for their advice and opinions across many subjects from financial planning to travel recommendations, luxury cars to entertainment choices.
[Media Summit] Reaching and Researching the Changing Viewer
Will the cord-cutting unbundlers re-bundle? How can brands work in the new creator-driven ecosystem and measure success? Has brand creative evolved enough to take advantage of digital formats? And how will the metaverse reshape the way we are entertained?