01.04.12
Ace Metrix, a Mountain View, CA-based company that measures television advertising effectiveness, today announced the most effective ads overall and those within 23 different categories for 2011—a list that represents the top one-half of one percent of all television ads to break in 2011.
“Storytelling was a powerful creative tool for advertisers in 2011, as we saw from KitchenAid’s Ad of the Year and ads from Google that have put them on the map as a true brand marketer,” Peter Daboll, CEO of Ace Metrix, said, referring to KitchenAid’s minute-long ad demonstrating its innovative food processor. “But to be a top ad, you need to deliver more than just ‘likeability...."
According to Ace Metrix, highly effective ads needs to score well with consumers on multiple dimensions, such as relevance and information.
In addition to storytelling,product innovation was a dominant theme for 10 of the 23 top category ads.
Within the personal care category, Lysol’s "Happy Family Healthy Family" was top ranked with an Ace score of 614. Ace score is the measure of ad creative effectiveness based on viewer reaction to national TV ads, according to Ace Metrix.
“Ads that demonstrated product innovation clearly knocked the socks off of consumers,” Daboll said. "...But what was interesting is that brands that you don’t immediately associate with innovation—like Lysol, Sears, and Columbia—used this kind of messaging very effectively too.”