Half of Q2’s “Breakthrough” Video Ads Were Digital-Only Spots

July 18, 2016

This article is included in these additional categories:

Advertising Trends | Creative & Formats | Top Brands | TV Advertising | Video

AceMetrix-Top-Breakthrough-Video-Ads-of-Q2-Jul2016Ace Metrix has released its list of Q2’s top “breakthrough” ads, based on almost 2,000 TV and digital ads tested during the quarter. Breakthrough ads are those that combine the highest “Likeability” and “Attention” scores as measured via viewer surveys. While these aren’t necessarily the main goals of advertisers, cutting through the clutter and appealing to viewers is increasingly difficult in a world where ad exposure is increasingly optional.

[Which ads carry more influence with consumers today – TV ads or online video ads? Find out here.]

In a nod to the increasing influence of digital advertising, half of the top 10 “breakthrough” ads were designed for the web only. The top 10 combined were voluntarily viewed on YouTube (where consumers go for brand videos) 45 million times. Gillette’s “This Father’s Day, Go Ask Dad” spot – which had the highest Breakthrough scores – alone racked up close to 6.3 million YouTube views since debuting in early June. That ad was also noteworthy for its length – at more than 2-and-a-half minutes.

That was one of the other creative takeaways from this past quarter’s list: their length. Nine of the top 10 Breakthrough ads were at least 60 seconds long. This allowed brands “enough time to fully tell a story and connect with viewers,” per the analysts, also allowing them the time to build the emotions that were key to their appeal. Indeed, Ace Metrix notes that the key theme from these ads was emotion, with ads celebrating mothers and fathers, Olympic spirit, and the symbolism of one’s home.

See the above chart for the full list of the top 10 breakthrough ads – and remember that likeability doesn’t correlate with brand linkage or messaging.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This