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.

For this, 4,900 people saw or heard exactly the same ad, across 34 titles and platforms. The only difference was where the ad appeared. This allowed us to measure what the setting does to how well an ad works.

Where it appears turns out to make a real difference. In news media, the ad stuck better and did more to build the brand than exactly the same ad on social media. This was true for young people too.

The difference lies in the setting

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

That last factor carries the most weight. So the difference lies mainly in who is reading or listening.

We really enjoyed working on this study. Adformatie and Marketing Report Nederland & België also wrote about it.