By testing three distinct CTAs on interactive shoppable ads across four different verticals, the research uncovered that while all CTAs increase attention, leveraging a “Learn More” message yields higher engagement and greater recall. Respondents that were served “Learn More” messaging paid more attention to the ad than those who received “Shop Now” calls-to-action. The study also confirmed that consumers like ads that allow them to shop for the product and offer the convenience of purchasing directly from an ad.
“These findings indicate that customers note the ability to shop or learn more right from the onset. The great promise for shoppable ads, then, is not only the immediate ability to capture sales, but also in smart retargeting,” said Sue Hogan, Senior Vice President, Research and Measurement, IAB. “Retargeted ads would provide greater potential for brands to both convert to sales as well as to build direct relationships with consumers.”
“It’s clear that a brand’s first ‘handshake’ with a consumer should focus on letting them learn more about the product before transitioning to ‘shop now’ language,” said Eric John, Deputy Director, IAB Digital Video Center of Excellence. “This study is a reminder that it’s important for advertisers—especially direct brands—to pay attention to calls-to-action used in interactive and shoppable video ads and then to test and learn to understand what works best and why. A data-driven approach is table stakes for effective creative innovation.”
Representing the first phase of IAB’s efforts to help brands and buyers develop new video advertising formats, its overall goal is to highlight which formats are showing the most promise and through studies like this, outline best practices for driving successful innovation and results. The research incorporated three distinct methodologies to determine results: biometrics, which tracks physical arousal via heartbeat and perspiration and correlates to attention and concentration; eye tracking, which measures how many people view the CTA, how long they look, and how frequently; and a mid and post survey, to capture aided and unaided recall and brand metrics.
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