What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
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Emotion-in<strong>to</strong>-Action score is the best predic<strong>to</strong>r of Ad Effectiveness<br />
Traditional KPIs actually discriminate against most effective ads…<br />
Average number of very large business effects achieved <strong>for</strong> <strong>to</strong>p<br />
<strong>and</strong> bot<strong>to</strong>m 9 ads when ordered on each measure<br />
3<br />
2.67<br />
2.56<br />
2.56<br />
2.33<br />
2.33<br />
2<br />
1.67<br />
2.00<br />
1.78<br />
2.00<br />
1.78<br />
1<br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Emotion-in<strong>to</strong>-<br />
Action<br />
Persuasion<br />
Established Industry<br />
Cut-through<br />
Measure Equivalent<br />
Base: 18 ads <strong>for</strong> which business effectiveness data is available from the IPA<br />
Br<strong>and</strong> Linkage<br />
Specific<br />
Key Message<br />
= on Message<br />
6
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