Singapore – Cloud-based omnichannel platform Teads revealed the results of its global collaborative research with market research firm Ipsos on key creative elements that drive success in the omnichannel automotive campaign landscape.
The collaborative research findings showed that streamlined messaging, brand clarity, wide shots, and human connection are among the key creative elements that can convey successful storytelling in an automotive campaign.
Based on the data, videos that focus less on the vehicle and instead integrate the object into a larger storyline tend to gain higher in-view times. Revealing the interior features of the vehicle is also found to be engaging, particularly in consideration-focused ads.
Additionally, campaigns that prominently feature the brand logo and name capture audience attention and provide a strong hook. Wide and simple shots are also effective as they convey a sense of freedom and movement, which tend to engage viewers.
Part of the data also revealed that videos with fewer scenes gain higher in-view times as they require less cognitive effort to comprehend.
In addition, colour contrasts also play an important role in a campaign’s effectiveness, with lighter elements having a significant impact on in-view time. The research showed that chromatic contrasts like blue and orange make the videos more appealing, increasing in-view time. Meanwhile, dark-coloured videos have a shorter viewing time due to a lack of contrast.
Teads leverages Ipsos cutting-edge AI capabilities and advanced statistical modelling techniques to gain a comprehensive understanding of effective automotive advertisement elements.
Henner Blömer, VP of global client partnerships at Teads, said, “Creativity is the crucial component of successful digital car campaigns. In previous Teads research, we found significantly higher levels of attention (+49%) and brand lift (+31%) with creatively optimised campaigns. In order to provide clients and agencies with further insights into the optimal design of advertising media, we have collaborated with IPSOS to develop best practices to significantly increase the view time of campaigns.“
Also commenting on the research, Jessica Sleep, brand communications and social media manager at MINI, said, “There have been some great insights presented as a result of this study, particularly around the use of people, colour contrasts, and text. We’ve implemented Teads’ recommendations in our upcoming campaigns, and I look forward to seeing the results!”
