Which Are the Most Effective Holiday Themed Ads?

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Dec. 3 (Bloomberg) -- Ace Metrix CEO Peter Daboll discuses holiday season advertising with Deirdre Bolton on Bloomberg Television's "Money Moves." (Source: Bloomberg)

Are key.

What do you mean by that?

When you are creating an ad, you want to make sure people are paying attention.

You are paying a lot of money for people to watch for 30 seconds, whether on television or online video.

If you are losing it, obviously that is not very effective, but the other point is emotion.

We see this in holiday adds a lot, they really connect with people and it changes their behavior.

Basically if i cry when i see an ad i am going to buy something?

Exactly.

You're certainly going to remember it.

It will likely change your behavior.

It will stick with you.

What are you seeing?

Are there ones that stick out to you where you think the ad is actually working?

We see it all year round.

In the holiday adds we see food, family, and philanthropy as the theme.

People love it when brands stand for something more than themselves.

Duracell is top-performing right now with a campaign that shows them giving away batteries for toys for cots, for example.

People love it when they connect beyond the brand itself.

Coles is another one with a very emotive at and that is something that people really respond to in the holidays.

I know you have a lot of data to sift through.

What are you seeing as far as ads that go out on mobile devices as opposed to ones that are not mobile?

A great question, people process adds different than they do program content, whether it is weber television.

The ads really hold their own and it does not really matter if they are seeing them.

Research shows and it is confirmed by a number of academics these, it is really about the quality itself that determines if the campaign is going to be successful and we see that whether it is on their phone, their ipad, or a tv break.

Are companies advertising is much as ever?

Or do you think that they are leaning too much on social media?

What kind of volume are you tracking?

We are seeing a bit less volume in the number of new ads this year versus last year, but if you look at the scheme of the business, social media advertising is still pretty light.

Even online video is only $4 million compared to the $67 million on television, both of which are growing.

We see advertising is not going away and the more important measurement of how creative it is is really important in determining how successful it is.

You have a formula, what goes into it?

Things that have been used in copy testing, predicting sales results for years, we have taken all of those elements were years, it is all about comparing yourself to the other ads out there.

When we do that you need a subsistence -- significant score across every ad break.

Peter, thank you for your time.

This text has been automatically generated. It may not be 100% accurate.

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