Interesting findings from a Bravo/Neuro-Insight study that finds the theme of an ad matters more than the product it’s selling.
“Marketers get better retention if the category doesn’t match, and the theme does. The study calls these ads “neo-contextual,” and their advantages are considerable. The former will get a 15 percent advantage over an ad that’s not matched at all as opposed to 9 percent for an ad that matches only by category. Third, and most effective (a 19 percent boost), are network-created “program-hybrid” ads, which use show elements or talent.”
Another sign, not that we needed one, that the less you interrupt someone, the better. If an ad is really organic to the content, everyone wins.
Northampton Consulting 