Three drivers of effective ad creative

Three drivers of effective ad creative

People often ask us what makes compelling ad creative on Facebook. We recently conducted a study to help answer this question. Using many of the criteria common in creative testing, we analyzed the performance of more than 400 real Facebook Premium ads at driving ad recall and purchase intent.

The study revealed that:
 
The drivers of ad recall include: 
  • Focal point – an image that is focused and draws attention
  • Brand link – clear branding with an easily identifiable brand, logo and colors
  • Tone – copy and images that fit with the brand’s personality 
The drivers of purchase intent include: 
  • Reward – an ad that makes people smile, learn interesting information or have a positive feeling
The results showed that the greatest driver of purchase intent was a common characteristic of successful ads across platforms: reward, or as we like to call it, “a return on attention.” Ads that were rated the highest on reward – ads that make people smile, learn interesting information or have a positive feeling - had the strongest purchase consideration results in Nielsen Brand Effect studies.

Tags: ad creative     best practices     Facebook Ads    

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