March 18th, 2014

A Stand-out Ad Knows No Length

Author

Ace Metrix

 

Nature Valley and Samsung demonstrated that a great ad, packed with Information can come in any size. Nature Valley debuted a 15-second spot that features a new breakfast snack while Samsung demonstrated how its multitasking tablet beats competitive devices and both ads blew away their category norms in terms of Information and Desire. 

Ad of the Week: Category Overachiever

Nature Valley’s “My Mornings Are Not Routine: Emily Polar” features Emily Polar, an adventure photographer, and the debut of its new Breakfast Biscuits. With an Ace Score of 641, this ad came in over 20% higher than the Snacks category norm.

While the ad is quick, it is still able to convey ample information about a brand new product. The Information scores for “My Mornings Are Not Routine” are nearly 20% above the 90-day norm for Information.

One mark of a a successful new product introduction ad is the ability of consumers to recognize what was new.  Nature Valley wins here with 5% of verbatim respondents mentioning the “biscuits” specifically and 10% mentioning “Nature Valley”. Some consumers even picked up on small details of the product:

Women ages 36-49 particularly enjoyed the 15 seconds of fresh scenery and tasty product. Women, as a whole, scored the ad 7% higher than what men scored the ad, on average.

Although it’s not every week a 15-second ad comes out on top (usually its 30-second counterpart beats the 15-seconders to the punch), Nature Valley was able to succinctly and effectively convey its message in that short amount of time. Being able to master an ad in just 15 seconds not only can save advertisers on the media buying front, but also will become more standard as advertisers begin to go after the Facebook Premium Video Ads advertising platform.

Watch this year’s winning Ads of the Week by Category Overachievers.

Ad of the Week: Top Ace Score

For the second week in a row, Samsung returns as the Ad of the Week with the highest Ace Score. “Can Do” entered our Ace Metrix LIVE database with a score of 677, a best for Samsung so far this year.

Much like the Nature Valley ad, this ad’s most prominent feature was Information. However, A close second, however, was Change, likely due to the multiple product comparisons throughout the ad.

“Can Do” resonated well across all gender/age breaks; however, it was just at the Technology – Hardware norm for females 16-20. (The verbatims reveal that it was partly due to the ad’s 60-second length.)

After viewing the Samsung ad, many consumers said they “want,” “love,” and “liked” the new Galaxy Pro Tablet. Nine percent of the verbatims mentioned Samsung by name.

This is not the first ad Samsung has aired that takes shots at its competitors. In mid-February, it ran a now-viral parody ad targeting Apple’s iPad Air and Samsung mobile phones had a similarly successful campaign poking fun at iPhone users this time last year.

Samsung Hardware slipped two places in the 2014 edition of the BLACKBOOK, falling from first to third under Vizio and Samsung Televisions, for its 2013 body of creative work. With the addition of this new ad, Samsung has already aired over a dozen new pieces of TV creative in the new year.

Watch this year’s winning Ads of the Week by Ace Score.

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