Product demonstrations: how to make them work in TV ads

Around a third of all TV ads include product demonstrations and they can make a strong contribution to advertising effectiveness.

Product demonstrations: how to make them work in TV ads

Ads containing product demonstration are most widely used in Asia, accounting for 66 percent of all advertising in Thailand; and least popular in Northern Europe, making up only 15 percent of ads in Denmark. Overall, our databases show that while they tend to be considered by viewers to be slightly less enjoyable and involving than other ads, they tend to be slightly more persuasive.


Sometimes, demonstrations are missed by the audience. In Poland, for example, a diaper ad was researched in two formats; one with and one without...

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