Dive Summary:
- Based on an analysis from TV advertising analytics company Ace Metrix, Best Buy delivered two of the three most effective back-to-school TV ads during this year’s back-to-school shopping season.
- “First, Best Buy sells one of the hottest categories in advertising: technology,” said Jonathan Symonds, EVP of Marketing at Ace Metrix. “Second, the retailer has done a very nice job of ‘humanizing’ the Blue Shirts in their most recent campaigns and in the process depicted employees as engaged consumers in their own right.”
- This year’s back-to-school retail ads were judged as being less successful overall than 2012’s showcase of back-to-school TV advertisements. 11% of overall ad volume was down in 2012.
From the article:
Other retailers were not as successful in their back-to-school marketing efforts. K-Mart tried to relate to the younger audiences with commercials such as “Yo Mama” and “My Limo." But the ads were seen as ineffective, as most consumers were confused by the goal or intention of the commercials, while some were simply offended by them. Other retailers, including JCPenney and Target, also saw significant declines in their Ace Score compared to 2012.
