In our many years of research experience, this is one of the most common discussions we have in generally: Choose for impact with originality, of go for a clear ad communicating fast?
The ad with shoes, attracts way more attention compared to the standard ad. However the standard ad was better in creating brandlinkage.
|A. Shoe||B. Car|
|Time to first fixation||0,28s||0,62s|
|% Brand score||45%||67%|
|% Text score||80%||89%|
|% Visual score||86%||87%|
We adjusted the “Shoe”- ad causing higher brandlinkage and higher reach of the proposition as is to be seen in additional analyses below:
Read the full story and discusion at Frankwatching, with more than 780 shares, 350 reactions and 31k views (Dutch):