March 5-6, 2019
Digital has changed the way brands advertise, releasing digital ads with no pre-testing, risking ROI and brand reputation. Facebook, Kantar and Zappi bring together proprietary data from multiple studies to show the impact MR can have in the process.
Actionable takeaways from this presentation include:
About the research: Kantar and Zappi collaborated with Facebook to understand the impact of creative quality on the in-market performance of ads within the Facebook mobile newsfeed using copy testing techniques.
In total, 20 video ads were tested and selected across four categories. The ads were selected with varying levels of in-market results to help provide a range of examples that were both above and below Facebook averages.
For each copy test metric, the ads were ranked by scores and the top- and bottom-performing ads were mapped to the in-market results which included ad recall, brand awareness and intent.
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