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Field Experiments: Don’t Tease Me; Please me with meaningful brand expression

Field Experiments: Don’t Tease Me; Please me with meaningful brand expression. Online Display Advertisements. With Rollover. With Rollover. Field Experiments:.

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Field Experiments: Don’t Tease Me; Please me with meaningful brand expression

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  1. Field Experiments: Don’t Tease Me; Please me with meaningful brand expression Online Display Advertisements

  2. With Rollover With Rollover Field Experiments: Explanation: In a live field experiment, three advertisements were measured against purchase Intent. The first ad, “Food as Hero2” was a static advertisement that showed the product (A cheesy bean and rice burrito for 99 cents.” The second and third advertisements did not reveal the product unless the viewer moved their mouse over the ad (known as a roll-over). This expanded the ad to reveal the product. The Field experiment shows that teasing the consumer with an intriguing ad did increase interaction rates, but the teaser ad performed only about half as well as the straight forward message.

  3. Explanation: In a live field experiment, an A/B split test was performed. Advertisement “A” was an advertisement that did not reveal the brand until the end. Ad “B” did not tease the consumer, and showed the brand name throughout the advertisement. A composite metric of Purchase intent and positive brand perceptions was created to compare the advertisements on one metric. The Field experiment shows that teasing the consumer may increase click through, but the overall impact on brand awareness, brand perception and purchase intent is better when the brand is shown throughout the advertisement. 86% increase 219% increase

  4. Explanation: In a live field experiment, For Colgate Total, an A/B split test was performed. Advertisement “B” was an advertisement that did not reveal the brand until the end. This was the original advertisement submitted by the advertising agency. Marketing Evolution recommended redoing the advertisement with a persistent Colgate Logo on every ad frame to avoid “teasing” the brand. The agency created a second ad (labeled ad A) and put both into a live measurement to determine if any differences in purchase intent or brand perceptions would exist. Ad “A” did not tease the consumer, and showed the brand name throughout the advertisement. The Field experiment shows that teasing the consumer may increase click through, but the overall impact on brand perception and purchase intent is better when the brand is shown throughout the advertisement. A B Better creative can make the difference between success and failure Source: XMOS

  5. Colgate Purchase Intent for Online Only Better creative can make the difference between success and absolute failure Ad A *sig

  6. Has a unique formula Is the only toothpaste that attaches to teeth to protect for 12 hours, even after eating and drinking Provides long lasting protection Has ingredients that protect teeth and gums longer Provides multiple benefits of protection against cavities, tartar, plaque and gingivitis Is the only toothpaste that provides 12 hour protection Attribute association: “Describes completely” Colgate Total ToothpasteOn Avg, Ad A performed 26% better than Ad B. Ad A Ad B Ad A Ad B *sig *sig Ad A Ad B Ad A Ad B *sig Ad A Ad B Ad A Ad B *sig

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