How many times did you ask yourself what’s the best version of your ad?
Many, we imagine! During the creative or production process for an ad campaign, there’s a lot of things to discuss – creating the story, defining the characters, the scenarios and the music, all should blend perfectly to convey the message and to engage consumers.
But after days or even weeks, you’re still undecided about some details, like:
– Should I use soundtrack A or B?
– Is a shorter version of my ad powerful enough?
– Which is better for digital?
– Which storyline should I use?
Instead of choosing based on your instincts, why not let your customers tell you what they liked, and how they felt seeing your ad? MindProber AB Testing product, using automated neuroscience, provides that answers in a fast, reliable and easy to implement way.
A quick demo: two ads from the same brand (Audi) and product:
- Ad A, is more brand oriented, with no purchasing info focusing on hashtags, concepts, music, and excitement
- Ad B, while having a similar joyful beginning (although with different frames), switches to purchasing info halfway through, giving concrete information about cost and credit possibilities.
The results are strikingly different, showing each ad as its strengths and weaknesses. Let’s delve into the main points:
- Highlight to the activation arch on version A, on the beginning of the ad – coinciding with pictures of food and with the increase of the rhythm of the music.
On version B, the peak of emotional activation begins with the purchase information – if we look at the affective space, it is coinciding with a moment of stress and negative valency.
- Still on the affective space, this time on version A, people get more excited and emotionally activated when the music starts to accelerate as one would expect.
- Throughout the ad, we can see that ad A shows a more positive valence and that it’s also the case when we measured likability, a metric that is positively related to business results. The differences between the two versions on this metric are small but especially noticeable within the female audience.
- Also interesting are the memory impact results. While both ads fare relatively good on the metric, with the majority of the viewers being able to identify the brand spontaneously or at least when cued, version B showed a greater spillover effect with more viewers wrongly attributing the ad to another brand.
We know that emotion is essential to memory and to create a strong brand equity. Ad A seems to do a better job at it, in this case.
- Finally, if we look to the communication questions, we can conclude the version B is more effective when transmitting price info. This makes sense since this version is more focused on the deal details and spends more time – both in screen time and in voice-over – on them.
Analysis done, the question that needs answering: which ad should be chosen?
The answer is: both! But they should be used with different goals in mind and to impact different stages of the consumer journey:
- Ad A should be used for branding purposes, with the aim of creating brand goodwill on a long-term perspective, and to target customers who are in initial phase of their purchasing path. This is a more emotional ad that speaks directly to System 1.
- Ad B, on the other hand, is more geared towards System 2 and should be used with the aim of increasing sales and impact customers that are already in the consideration or decision phase of their journey.
While this isn’t an easy decision, you can equip yourself to be better prepared to make it by testing ads in a real environment. With MindProber’s platform, you have the best wayto ensure that you choose the best version of your ad (across several dimensions, from emotional activation to declarative responses through classical surveys) – the version that will impact your audience the way you want it to.