Same ad, different effect

Does an ad work equally well everywhere, or does it matter where it appears? Together with WPP Media, we looked into it, commissioned by Mediahuis NRC.

Before that, 4,900 people were shown or heard exactly the same advertisement, spread over 34 titles and platforms. The only difference was the place where that ad appeared. This allowed us to measure what the environment does to the effect of an advertisement.

That place appears to make a real difference. In news media, the ad stuck better and built the brand more strongly than exactly the same ad on social media. This also applied to young people.

The difference is in the environment

Three factors play a role. News media are perceived as honest and accurate, and that trust affects how the brand is perceived. They are read and listened to intensively and purposefully, so that the message comes across better. And they attract a critical, curious and engaged audience.

The latter factor weighs the most. So the difference is mainly in who reads or listens.

We thought it was a great study to participate in. Adformatie and Marketing Report Netherlands & Belgium also wrote about it.