Why was the research conducted?
More than 2/3 of the consumers think advertisers should change their advertising. In the UK this is even higher than in the other markets. If we ask people what advertisers should do, consumers believe that advertisers should advertise less: “be modest and do not draw too much attention to yourselves”. This is exactly the recommendation of Mark Ritson in his latest webinar on how brands should deal with the COVID-19 situation. To get the full picture, we tested over 100 TV commercials and online video ads in three markets to understand the drivers for success behind advertising during crisis time.
How was the research conducted?
DVJ has tested over 100 different ads in 3 markets (the UK, the Netherlands and Germany) to better understand the dynamics behind advertising during crisis times. DVJ’s test model consists of a unique combination of behaviour registration with implicit and explicit question techniques which makes it possible to look at different ad dimensions. In this article, we have selected a few KPI’s that are important for understanding the impact of corona ads better, namely: willingness to watch, impact of the ad, and ad diagnostics.