Viewers favor storytelling ads with remarkable visuals and uplifting messages
LOS ANGELES – Ace Metrix, the leader in measuring the impact of video advertising, released a list of the top ten breakthrough ads from the third quarter of 2017. Those on the list have the highest combined Attention and Likeability component scores. “These are the best of the best, achieving Breakthrough levels recorded by less than 1% of all ads. This past quarter viewers wanted reminders of the kindheartedness and compassion that still lives in most of us, and of the differences people can make in the world,” said Peter Daboll, CEO of Ace Metrix. Brands among the Top Breakthrough Ads delivered just that, while also inspiring creativity and imagination.
“From Park to Planet…We’re on a Mission and it’s BIG”
The top two ads share philanthropic messages focused on either preserving the planet or helping those in need. These ads portrayed compassion and kindheartedness in an uplifting, inspiring manner. Nine of the top ads evoked viewer responses with “Great” terms, such as “amazing,” “interesting,” and “wow!” the most. Walmart’s “Donation Support” is the only ad in the top 10 that pulled heartstrings more than any other emotion.
Top Breakthrough Ads of Q3, 2017
| Rank | Brand | Ad Title | Length | Attention | Likeability | |||||
| 1 | SeaWorld Parks | 1:30 | 802 | 778 | ||||||
| 2 | Walmart | 0:30 | 807 | 767 | ||||||
| 3 | General Electric | 1:30 | 776 | 764 | ||||||
| 4 | Subaru | 1:00 | 757 | 768 | ||||||
| 5 | Sandals | 0:30 | 771 | 748 | ||||||
| 6 | Mattel | 0:30 | 775 | 729 | ||||||
| 7 | Kia | 0:30 | 772 | 725 | ||||||
| 8 | Canon | 2:05 | 747 | 742 | ||||||
| 9 | University of Phoenix | 1:05 | 737 | 738 | ||||||
| 10 |
Southwest |
0:30 | 743 | 729 |
SeaWorld Parks earned the Top Breakthrough spot with its testament to protecting the ocean and saving different sea creatures from extinction. “From Park to Planet…We’re on a Mission and it’s BIG” ranks as the single highest rated travel ad in the Ace Metrix database, which dates back to 2010. Coming in a close second, Walmart’s ad, “Donation Support,” shows photos from Hurricane Harvey’s aftermath. Due to the ads topical nature, Walmart saw the highest attention score among all ads in Q3.
General Electric and Canon celebrated ingenuity in their breakthrough spots. Both ads are a longer format which tends to promote and reward strong storytelling. Coming in third, General Electric and BBDO NY’s ad, “Meet Molly, the Kid Who Never Stops Inventing,” were able to keep viewers of all ages and genders engaged with the 1:30 ad. In “Perfect Moments,” Canon and Grey New York built an elaborate Rube Goldberg machine to illustrate the camera brand’s message that, “The right place at the right time means nothing without the right camera.” This cutting remark directed at smart phones and the intriguing sequence of events successfully created desire among viewers — 62% of whom reported positive purchase intent.
Subaru’s “Welcome to the Pack” shares a relatable, heartwarming story that was very well-received by Millennials. Excellent emotional storytelling in the ad led to very high sharing potential, with 78% of viewers indicating they might/would very likely share the ad. University of Phoenix delivered a relevant message in “Carmen’s Story” that resonated the most with those considering enrolling at a college or university in the next 18 months. Scores were significantly above Education advertising norms for this market
Southwest and Kia used humor to grab viewer’s attention. The hamsters returned for another Kia ad in “The Arrival.” Viewers made the connection between the characters and the brand contributing to Kia having the highest unaided brand recognition among the top ads, at 88%. “Grandma” is one of several ads in Southwest’s new “Behind Every Seat Is A Story” campaign. Ranking in the top 5 Airline ads over the past year, “Grandma” evoked emotional terms from viewers such as “funny,” “humorous,” and “cute.”
More details are available on the Ace Metrix website, here.
About Ace Metrix
Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPI’s. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
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