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Big brand ad effectiveness compared (8)

11-03-2017 03:00 PM #1 caurmen (Administrator)
Big brand ad effectiveness compared

I just happened across this on the Web, and found it quite interesting.

It's a PDF comparison of a lot of the biggest-name brands' advertising, plus some others that you'll be familiar with (tactical flashlight, anyone?). They look at the ads that ran longest and shortest, as measured by AdBeat - I found this particularly interesting because rather than just cherry-picking a bunch of high-performing ads, they collected the ads run by each brand, and then contrasted the apparently-successful ads for, say, TurboTax, with the less-successful ones.

Brand advertising obviously has some serious differences to affiliate stuff, but still, an interesting Friday afternoon read.

http://blog.capitalandgrowth.org/wp-...nes-adbeat.pdf

11-04-2017 08:20 AM #2 stickupkid (Senior Moderator)

This share makes me a bit wet, nice!

11-04-2017 12:00 PM #3 platinum (Veteran Member)

Interesting stuff

11-04-2017 04:42 PM #4 manu_adefy (Veteran Member)

They call it headlines test yet the ads are totally different, so it's much more than just the headline. Very good info still but not as "clean" of a comparison as I would like to see

Edit: LOL, point in case right here...

11-05-2017 09:02 PM #5 matuloo (Legendary Moderator)

Now this is a very nice report, always great to see the results of real campaigns, thanks for the share Hugh

11-06-2017 08:38 AM #6 affiliaxeoran (Member)

Thanks Caurmen, very "easy on the eye" report.

11-06-2017 09:04 AM #7 Mr Green (Administrator)

Their methodology is flawed, and their analysis is based on assumptions.

"* We used AdBeat to assign a score to the banner ads based on their frequency and longevity. Advertisers usually test different ads and then let the top performing ones run the longest. No one runs ineffective ads for a long time."

You would think that is the case...but it's a MEGA assumption.

You could also get max longevity points by spending $5 a day.

11-06-2017 09:50 AM #8 caurmen (Administrator)

Glad you're finding it interesting, everyone!

Their methodology is flawed, and their analysis is based on assumptions.
I completely agree with this. It's a very interesting study and I think in general longevity is likely to be a reasonable way to spot a successful ad - and that's born out in the cases where you can look at the ads and spot which one made a horrible mistake immediately - but it's far from flawless.

Definitely worth bearing in mind as you read through it that what they're showing you are the longest-running ads, not necessarily the best. I know I've had a few super-long-running ads which were long-running because they had a low spend and I forgot to turn them off...

I virtually guarantee there's one ad in there out of all of them where the people who actually ran it saw this PDF and then fell about their office laughing.

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