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The Super Bowl’s Best Ads of 2025
Revisit our live panel discussion unveiling the winners of the Ipsos Creative Excellence Super Bowl Awards.
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Misfits and the Machine: Why AI alone can’t crack creative effectiveness
In the second of our AI in Advertising papers, we explore the benefits and limitations of using AI in ad development.
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How ads went for gold at the 2024 Summer Games
How effective were this year’s Summer Games ads? Using Creative|Spark AI, Ipsos’ AI-powered ad assessment tool, we tested 31 ads across multiple different categories. Here’s what we learned.
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A New Era for Pharmaceutical Advertising
New fair-balance rules are here. By prioritizing creative quality, leveraging branded advertising, and listening to the voice of target patients, pharmaceutical companies can continue to effectively reach and engage their target audience.
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AI in Advertising Research
Read how AI ad evaluation tools can be more connected to human creativity, used more widely in advertising research, and in turn, help brands to get to more effective advertising.
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Advertising for Better Representation: Creativity for all
Committing to diversity, equity and inclusion within advertising goes beyond simply doing what is right for society; it is a strategic move that yields both immediate and long-term benefits for brands.
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These were the 15 best Super Bowl ads in 2024. Here's why, according to hard data from Ipsos.
Ipsos analyzed Super Bowl 2024 ads through both traditional and cutting-edge methods – from surveys to social listening to live communities – to provide a more robust and nuanced picture of success.
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Can Award Winning Ads be Effective?
We know that creative quality is a big driver of advertising effectiveness. Here’s how brands can turn their award-winning creative into commercial success.
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Creative Excellence helps advertisers to bring back the magic
Creative Excellence helps advertisers to bring back the magic by using research to inspire and empower creativity
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Sustainability Advertising: How empathy and credibility can help you get it right
We go under the hood with seven in-market ads to help brands understand how to craft successful sustainability messaging with a blend of empathy and believability.