Why advertising wear-out is a myth — Jon Evans // System1
Jon Evans
System1
- Part 1 Why advertising wear-out is a myth — Jon Evans // System1
- Part 2Diversity & Ageism in advertising — Jon Evans // System1
- Part 3Ad science of right brain vs left brain — Jon Evans // System1
Show Notes
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02:11Why advertising wearSystem 1 found that familiarity with an advertisement can actually be a good thing. They tested ads that had been on air for up to three years and found no evidence of "wear out" or decreased effectiveness of the ads.
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04:44How System 1 measures the effectiveness of audiovisual advertisingSystem 1 uses two measures to determine the effectiveness of audiovisual advertising, including TV, YouTube, and digital networks. A "star rating reflects the ad's long-term brand-building potential, and a spike rating reflects its short-term sales activation potential.
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07:55Determining the right frequency cap for advertisementsResearch from System 1 showed that most advertisements become more effective over time, with the exception of those with a limited shelf life or that are time-specific. Good creative becomes more effective over time as familiarity with it increases.
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10:32How to avoid overBrands should consider the emotional response and action-driving potential when determining ad frequency and duration. Over-saturating the market with an ad may diminish its ability to change people's behavior and decision-making.
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11:15Optimizing existing creative for ad campaignsIn most cases, it is more effective to continue using existing, successful creative for an ad campaign rather than trying to create new content. Changing the creative too frequently can be risky and may not yield better results.
Quotes
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"At System 1, we have the ability to measure the impact of advertising in the long term. We measure the emotional impact of an ad and we've got 80,000 ads on database. We've got an enormous resource to draw on." -Jon Evans, CCO, System 1
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"Familiarity breeds contentment, not contempt, because what our studies show is that familiarity with an ad, as long as it's good, is actually a good thing." -Jon Evans, CCO, System 1
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"A good ad will get better over time. But a bad ad will remain a bad ad." -Jon Evans, CCO, System 1
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"If you saturate the market too much with an ad, your ability to change peoples behavior or change their mind is going to diminish." -Jon Evans, CCO, System 1
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"You're better off sticking with existing, hardworking, creative than spending all the money to try and make a better ad. Nine times out of 10, its better to optimize what you have rather than change the creative." -Jon Evans, CCO, System 1
- Part 1 Why advertising wear-out is a myth — Jon Evans // System1
- Part 2Diversity & Ageism in advertising — Jon Evans // System1
- Part 3Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans
System1
Up Next:
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Part 1Why advertising wear-out is a myth — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. Producing advertising creative can be a costly endeavor, and often brands create a large volume of expensive content in an effort to see what resonates with their audience. However, when an ad is successful and resonates with the audience, it can be used for a longer period of time to save costs and continue to drive engagement. Today, Jon discusses why advertising wear-out is actually a myth.
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Part 2Diversity & Ageism in advertising — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. While it is important to accurately represent different groups in advertising, it is also necessary to ensure that these representations are authentic and avoid stereotypical portrayals. To achieve this, it is crucial to have a diverse range of people involved in the creative process and to carefully consider the casting choices for each ad. Today, Jon discusses diversity and ageism in advertising.
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Part 3Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. The rise of social media and digital platforms has led to a shift towards left-brain, transactional advertising, which is designed for short attention spans. However, research suggests that right-brain advertising, which appeals to emotions, and is more effective at driving long-term brand performance, is still important for marketing success. Today, Jon discusses the ad science of the right versus left-brain.
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