Dive Brief:
- Ace Metrix says that many of the most effective ads released in 2015’s second quarter emphasized direct pitches for new products and services.
- Google’s “Keep Questioning” spot was the most effective of the quarter, scoring 654 on the Ace Metrix’ 950-point scale for creative effectiveness.
- Kohl’s led retailers with its “Busting Moves” campaign, which scored 641 thanks to likeability and relevance.
Dive Insight:
Analytics firm Ace Metrix named ads from Google, Mercedes-Benz, Roomba and other companies to its list of the most effective creative released in the second quarter, noting that the leaders in its 31 categories tended to concentrate on direct pitches.
“The standout ads from this quarter really focused on the product education, informing consumers of new features and functionality,” Peter Daboll, Ace Metrix CEO, said in a release.
Kohl’s, however, used a brand-oriented treatment for its “Busting Moves” spot, which outperformed other ads in Ace Metrix’ Retail category by 19% with a score of 641. Ace Hardware took top honors among retailers in the first quarter with the more informative “Best Paint” ad.
