Brands and agencies generally feel that informational ads are more effective than humorous ones, per recent research. A new study from Yahoo appears to prove them right… to an extent. Yahoo’s research indicates that while comedic ads drive the biggest brand familiarity conversion lift for Millennials (against the total audience) and dramatic ads the largest lift in brand affinity, informational ads slightly outpace the other types in purchase intent conversion lift.
The report contains other best practices, including:
- Using larger logos in mobile video ads, as they spur greater brand familiarity, purchase intent, and brand recommendation, particularly among Millennials using mobile devices;
- Including calls-to-action (CTAs), as these generate double-digit lifts in purchase intent and brand recommendation when compared to video ads lacking them;
- Using horizontal landscape or vertical portrait screen alignments rather than vertical landscape, noting that horizontal landscape is more effective than the newer vertical portrait for now; and
- Employing 15-second native video ads rather than 30-second spots, as the former are linked to higher recall and purchase intent.
Interestingly, the time of the ad at which the brand is introduced, whether visually or through audio, doesn’t appear to have any effect on the key metrics measured.
About the Data: The results are based on research from Yahoo, in partnership with Nielsen & Hunter Qualitative. The study took a pre-/post online survey design, and was conducted among 13,600 respondents aged 18-54 (6,400 PC; 7,200 mobile).