Persuasive Ad Journey
Challenge
IPG wanted to measure lift in brand perception across four brands within specific verticals—Finance, QSR, CPG, Travel—to understand how consumers felt about each brand after being served a series of sequential ads.
Solution
IPG tested two different types of ads across four brands. They used two different types of ad journeys 1) Sentiment Driven Ad Journey: They used the ViralGains Likert Survey to gauge brand sentiment and created two segments of audiences based on a response—viewers with positive sentiment and viewers with negative sentiment toward the brand. Then, IPG retargeted those two audience groups with different ads based on how they felt about the brand. For example, people with positive sentiment received an ad encouraging them to take action while people with negative sentiment received an ad highlighting the brand’s corporate responsibility efforts. 2) Exposure Driven Ad Journey: IPG compared ViralGains technology to the typical way people serve sequential ads today—based on impressions or exposure to the ad, with no regard for how the person feels.
Results
When looking at people that initially identified as having negative brand sentiment, the sentiment driven ad journey—which leveraged ViralGains technology—drove an absolute lift of 18 percent in favorability (or 300 percent in relative lift) and 16 percent lift in brand trust over the control (or 123 percent in relative lift). The non-optimized, exposure-only journey only drove a 4 percent lift in favorability and 3 percent lift in brand trust. With sentiment driven journeys, brands can sway customers with negative brand perceptions by leveraging the appropriate ad. This may require some testing, but feel-good, corporate responsibility ads may help.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.