Study finds larger creative more likely to engage

Biz Report

According to new data, size does matter where advertising is concerned. but, is simply having oversized ads enough? We asked a digital expert to weigh in on how size matters - but so do other aspects of a campaign.

"The best advice for digital creatives is to use simple animation with large brand assets and a clear visual hierarchy. While Adelaide is focused on the quality of media, we're impressed by the research from System 1 on fluent devices and Jenni Romaniuk at the Ehrenberg Bass Institute on distinctive brand assets. As attention data becomes more integrated in to marketing decision systems, innovative marketers will use media quality as a guide for what type of creative they should use. For example, in low attention environments a simple logo might be best," said Guldimann.

Read the full article in Biz Report.

Posted on August 19, 2019 .