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The Screenforce study series goes into even more depth

“Mapping the Impact”

Expands the understanding of the advertising effect in TV commercials

How do advertisements work in different usage scenarios of the audience? Which use scenarios do exist? And which conclusions can the advertising world draw from these findings?

 In the new “Mapping the Impact” study, the continuation of “Track the Success” and “Mapping the Moods”, answers the current questions. Stefan Schönherr and Marvin Vogt, together with the Screenforce team, explain the strong connection between the usage situation, spot creation and advertising impact. If the two are in synch, advertisers can achieve significant impact uplifts.

Study process

Usage scenarios are extremely diverse!

Based on the findings of the previous studies, the following four scenarios could be identified:

Results of the four phases

Busy Day

  • TV runs during the day
  • Spots pick up on user attitudes
  • Particularly positive effect important: strong image staging, brand integration, special soundtrack, natural and realistic product presentation
  • have little effect here: very short spots, too little branding and too artistic aesthetics

Work is done

  • Spots with positive mood important
  • promote product with high aesthetics, sympathy, funny elements, positive charisma
  • long spots work well
  • achieve low impact: excessive creativity and too much branding without product reference

Quality Time

  • Advertising represents personal experience
  • emotional spots, cinema feeling
  • especially positive effects: longer spots, polarizing and humorous characters, suspense, surprise and humor
  • negative effects: short commercials, everyday life and too factual content

Dreaming away

  • Feel-good advertising, good mood
  • positive features: artistic and creative worlds, humorous actors, attractive pictures
  • spot length from 30 sec. works especially well
  • negative effects: flashy elements, little creativity, too exciting actions, everyday situations

Advertising memory increases towards the evening….

 Key Take Aways

TV advertising always works…

A brief overview of the contents of the study results

The study results show that TV advertising is always effective in principle, but is highly dependent on the usage scenarios.

The results show:

– Advertising recall is very high when viewers are attentive and focused.
– The example of “Busy Day” documents the poorer conditions for the influence of advertising, because viewers are distracted by many secondary activities during this phase.

– However, advertising can also be seen by viewers as a relaxing break in everyday life

– Brand image benefits from humorous commercials
– well-known songs and strong soundtracks have a positive influence on advertising recall

– A clear focus on image or performance campaigns helps

– Experts and test seal advertising media are best received in the busy day scenario

Data basis of the study

Watch a video excerpt of the study presentation!

[Deutsch]

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Interested in details about the study “Mapping the Impact”?

Download the study presentation!