Today, many dotcom companies are running television commercials on the major networks, to attract more Internet users towards their products/services. A few research companies are involved in conducting digital marketing research into the effectiveness of these ads, one of which is Ace Metrix. According to a study conducted by this company, the TV ads of Google were the most effective in 2011, mainly due to their unbeatable combination of storytelling and market testing.
Based in Mountain View, California, Ace Metrix is an ad-testing company that rates television ads put out by dotcom companies, based upon their ‘effectiveness’ quotient. The company has developed a metric that it calls an ‘Ace Score’, which it assigns to each ad measured for effectiveness. During the testing stage, a group of TV viewers are asked to rate commercials based on factors such as desire, persuasion, relevance, likeability and watchability. The findings of this study are released every year.
This year, Google dominated the list of the most effective dotcom television ads, with five of their digital marketing commercials showing up in the top ten. This comes only two years after Google began producing television commercials, to enhance its digital marketing strategy. In fact, one of Google’s digital marketing TV commercials also topped this list. Named the ‘Dear Sophie’ ad, this television commercial shows a father creating a new Gmail ID for his newborn daughter, before sending emails photos and videos to this ID, as his daughter grows up.
According to leading digital marketing experts, although Google previously did not appear on television until two years ago, it has emerged as a major brand marketer this year, producing high-quality engaging ads for digital marketing purposes. Even though these ads were shown at low frequency, their longer duration and thought provoking messages ensured that viewers found them extremely effective.
Other digital marketing brands that made it to the top ten were Bing.com (with three ads), Disney.com and TheDaily.com. When it came to the list of least-effective dotcom TV commercials, it was found to be dominated by sites such as GoDaddy, Groupon and LivingSocial. The key thing that differentiated the top-performing ads from the worst performing ads, were the former’s focus on storytelling. These ads seemed to generate more emotion amongst viewers, and compel them to pay attention. In addition, many of the top ads had been tested on YouTube, before they were made into TV commercials.
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