Author
Dianna Christe
Marketing Dive
Dive Brief:
- As the pandemic has continued, ads are having a harder time breaking through, according to a new analysis by Ace Metrix that was shared with Marketing Dive. Ace Metrix analyzed 497 coronavirus-related ads through May 9.
- Attention, watchability and desire scores for ads related to the pandemic are now equal to scores for non-coronavirus themed ads over the past year, illustrating that focusing on the health crisis alone is no longer enough to capture consumer interest. Additionally, beginning the week of April 14-20, more ads are registering as exploitative by viewers, including ads with “Thank You” and tribute themes.
- The research points to a few opportunities to break out and grab attention amid a growing sense of sameness regarding coronavirus-related ads, including the creative use of music, which helped recent Unilever ad, “Essential Supplies,” earn a score 20% above COVID-19 averages. Including a dose of humor and/or quirkiness can be risky given the serious nature of the health crisis, but can also help a brand connect with viewers when handled well, as in Bulleit Bourbon’s “New Drinking Buddies” spot.
Continue reading the full article on Marketing Dive.
