People don’t talk about brands and commercials. Only 0.5% of people who follow their favourite brands on Facebook engage in conversation and comment on their profiles (1). What about the ads? Ipsos Global Trends data paint an even more negative picture. People are more than twice as likely to agree with the statement that” online ads are annoying “than with the fact that” they are a source of information that they would like to share with friends ” (73% vs. 30%).

However, there are campaigns that are the holy grails of all marketers. They are widely shared and commented on on social media. And their success reflects a better reach to the consumer, enhanced by the free buzz generated. Effect? The return on investment in advertising is increasing significantly.

Is there a way to harness this potential and make advertising generate buzz on the internet?

Ipsos in cooperation with Synthesio decided to check this. The relationship between the number of mentions of ads on the internet and a detailed assessment of the potential of these creations was analyzed.

For the study, 36 ads were selected, which to varying degrees generated online buzz. The number of online comments (including on Facebook, YouTube, Instagram and Twitter) in the first 4 weeks after their publication was counted. The potential of these ads has been tested in creative / spark, a methodology that provides more than 30 measures to diagnose the impact of advertising creations on our thoughts, feelings and emotions.

The data collected made it possible to analyze the direct relationship between the results on individual measures evaluating creativity and the number of mentions on the internet. Previous studies have shown that mentions (rather than likes or shares) are the ones that translate most into ad impressions.

So what is the key to success?

We give you 4 great tips to use in the process of creating ads that will make people engaged enough to talk about them.

1.    Context matters

No one likes ads whose sole purpose is to sell a product. Then we feel that someone is ” pressing something on us.” What connects successful ads that generate buzz in the media is putting the product in a broader context. One that reflects the perspective / world, the culture in which the product operates. Touching memories, experiences or icons of the culture that surrounds the consumer allows him to identify more with communication.

2.    Courage pays off

Advertising has a much better chance of being remembered if marketers are really brave in their work. It is much more popular to talk online about unusual, surprising ads that stand out against the well-known codes in a given category. This is consistent with Ipsos ‘ analysis of more than 2,000 ads. It follows from them that the ads breaking the conventions of the category by as much as 21 pp. they are more likely to get high retention scores compared to ads that follow conventions.

3.    Positive emotions in the price

The positive emotions that come with watching an ad are crucial for it to influence viewers ‘ behaviour. One engaging moment is not enough. Emotions must accompany you when viewing the entire advertisement, and the last impressions are key!

4.    A little controversy won’t hurt.

Create creations that provide experiences that are worth talking about in the context of your brand. Of all the temperatures that may appear around the brand-summer is the worst option. In our database, we noticed a number of examples of ads that were received positively and widely commented on in the target audience, which at the same time gave rise to the belief that some people might receive them negatively.

Not everyone has to love your ad. The key is to create a communication that will have a positive impact in the target group defined for the brand. If some people criticise it, it will mean that it is distinctive enough to break through the mass of messages.

How do we know if our creation has the potential to be talked about?

In the new communication test tool – Creative / Spark-the dimensions listed above have been aggregated into a single index – Social Power Index. It is a synthetic measure of whether our creation has the potential to generate buzz around the brand, thereby increasing its reach.

Creative / spark can be found on the Ipsos You can carry out the survey in the DIY option or with the full support of the Ipsos expert team. Regardless of the form of the study, you will quickly, nimbly and flexibly measure the effectiveness of your creations.

The tool allows you to measure the actual reach of a creation in a distributed environment and to observe its impact on brand interest. Creative / spark provides key potential indicators and comprehensive ad diagnostics in a concise form.

Creative / spark is just one of the proprietary Ipsos products available on the Ipsos If you want to check the potential of your advertising, a new product, choose an advertising slogan or a variant of the name, or maybe make a quick omnibus-register and act.

To learn more about creative / spark click here, about here.

(1) Facebook fans: a fan for life?, Admap, May 2012. Karen Nelson-field and Jennifer Taylor.

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