Want Better Creative? Aim For Consistency, Avoid Paying More For Boring Ads.

A pair of just-released studies shine a brighter light on what brands should and shouldn’t do when it comes to advertising, adding to an already lengthy list of best practices in audio creative.

A study from creative testing firm System1 and the Institute for Practitioners in Advertising (IPA) makes a strong case for creative consistency. As noted in Westwood One’s blog, the study finds that “brands that have consistent creative foundations, a culture of consistency and consistent executions generate much stronger creative test scores, brand performance, and business outcomes,” Cumulus Media/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says.

The research shows that brands with longer relationships with their agencies have better-testing ads and greater creative effectiveness. “The greater the creative consistency, the better the ads test,” Bouvard says.

Likewise, greater consistency results in significantly higher brand awareness, product differentiation and changing of consumer attitudes. Additionally, more consistent brands see higher gains in sales value, profit and market share.

Another new System1-IPA study finds that brands spend much more on boring vs. interesting ads. The duller the ad, not only the greater the expenditure but the fewer the projected market gain points.

The study shows that dull ads generate a lower level of happiness and surprise. “The level of negative emotion — including anger, contempt, disgust — stays constant,” System1-IPA’s report says, “so playing safe is a poor strategy. On average, all ads, whatever their neutrality level, generate some negative feeling. You can’t avoid it, and if you try, you risk increasing neutral response and killing off positive emotion.”

These recent findings join the other recommendations in Cumulus Media/Westwood One’s Creative Best Practices Handbook, based on earlier research.

That list of audio creative best practices includes: strong creative = better ad recall; creative is vital to building attention; consistent, unified creative across media delivers greater brand equity impact; brand early and often; say your brand slowly and clearly; fewer words mean greater standout and site traffic; the fewer the messages, the greater the recall; say one thing; ensure audibility; emotion is your best-selling tool; right brain elements drive future demand; entertain for emotional gain; use music; create a jingle; don’t worry about ad length or wear-out.