Five creative effectiveness tips from Kantar’s analysis of over 13,000 ads

Stephen Whiteside

Kantar, the research firm, analyzed over 13,000 television, digital, print and outdoor ads from 2021 in a bid to find the secrets to success from the top performers.

Product demonstrations, localization and use of humor are important drivers of creative effectiveness in advertising, insights from research company Kantar suggest.

The firm reached these conclusions based in large part on its 2022 Creative Effectiveness Awards, an initiative that celebrates ads that increase the likelihood of short-term sales and make a longer-term contribution to brand equity.

Kantar employed its Link tool, which uses consumer surveys to test the impact of brand messaging, to evaluate over 13,000 ads – split into three categories: TV, digital and print/outdoor – that ran in 75 markets across the globe in 2021.

One finding saw...

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