Ace Metrix Recognizes the Ads that Moved Us in 2016
These are the ads that inspired us, warmed our hearts, and made us
laugh in a year marked by divisiveness and unrest
LOS ANGELES–(BUSINESS WIRE)–#advertising–Ace Metrix, the leader in measuring the impact of video advertising,
today released lists of the ads that U.S. consumers found most
heartwarming, inspirational, humorous, and creative in 2016. The lists
were derived through scientific calculation based on the frequency of
emotive words and phrases used in viewer comments. Out of nearly 8,000
video ads analyzed last year, these ads distinguished themselves by
achieving the highest level of emotional impact with viewers.
“One of the ground truths proven by our data again and again is that
emotionally evocative ads, whether heartwarming or inspirational or
humorous, are the best at grabbing viewer attention, being persuasive,
and influencing in-market behavior,” said Peter Daboll, CEO of Ace
Metrix. He added, “Last year was marked by intensely emotional events,
and video advertising was in some ways a reflection of this. The
Olympics brought many uplifting pieces of creative from brands like
Hershey’s and P&G, while brands like Zappos and Microsoft tackled social
issues like homelessness and female empowerment. The presidential
election opened the door for brands to deliver messages of inclusion and
unity. As usual, the Super Bowl brought us some of the year’s funniest
ads, including Doritos final installment of Crash the Super Bowl.”
“We also saw brands such as Johnsonville, Avocados from Mexico, and
Kohler surprise us using innovative approaches to creating memorable
ads. Operating on a highly creative plane, these brands kept viewer
interest though clever dialogue and mesmerizing visuals,” said Daboll.
The lists below provide a look back at the ads that moved us last year.
They were ranked using multiple NLP techniques to determine emotional
reaction uncovered in viewer comments. The example words and phrases
below were the highest matches related to each specific emotional
sentiment.
The Most Inspirational Ads of 2016 – frequently occurring words and
phrases include “very inspiring”, “motivating”, “empowering”, and
“uplifting”:
| Rank | Brand | Ad Title | Ad Length | |||
| 1 | Nike | 2:17 | ||||
| 2 | Frosted Flakes | 1:00 | ||||
| 3 | Always | 1:00 | ||||
| 4 | Fitbit | :30 | ||||
| 5 | Microsoft | 1:39 | ||||
The Most Heartwarming Ads of 2016 – frequently occurring words
include “heartwarming”, “touching”, “emotional”, and “sentimental”:
| Rank | Brand | Ad Title | Ad Length | |||
| 1 | Hershey’s | 2:00 | ||||
| 2 | Hallmark | :30 | ||||
| 3 | Zappos | 1:49 | ||||
| 4 | Toyota | :30 | ||||
| 5 | Procter & Gamble | 2:00 | ||||
The Funniest Ads of 2016 – frequently occurring words and phrases
include “funny”, “very funny”, “laugh out loud”, and “humorous”:
| Rank | Brand | Ad Title | Ad Length | |||
| 1 | Cheetos | :30 | ||||
| 2 | Doritos | :30 | ||||
| 3 | Slim Jim | :30 | ||||
| 4 | Slim Jim | :30 | ||||
| 5 | Hyundai | 1:00 | ||||
The Most Creative Ads of 2016 – frequently occurring words include
“clever”, “creative”, “witty”, and “unique”:
| Rank | Brand | Ad Title | Ad Length | |||
| 1 | Johnsonville | 1:11 | ||||
| 2 | Avocados from Mexico | 1:00 | ||||
| 3 | Kohler | :30 | ||||
| 4 | Audi | 1:30 | ||||
| 5 | Adidas | 1:00 | ||||
Ace Metrix measures ad creative effectiveness based on viewer reaction
to video ads, providing the advertising industry an unbiased resource to
measure creative impact. Ace Metrix scores every national television ad,
and an expanding proportion of digital ads, across 96 categories
creating a complete comparative database—Ace Metrix LIVE®. A unique
panel of at least 500 consumers, demographically balanced to the U.S.
census, scores each ad in the exact same manner. The results are
presented on a scale of 1–950, which represents scoring on creative
attributes such as Attention, Likeability, Information, Change,
Relevance, Desire and Watchability. Ace Metrix applies a natural
language processing algorithm to the hundreds of qualitative verbatim
responses collected for each ad, deriving additional metrics related to
emotional engagement.
About Ace Metrix
Ace Metrix® is the standard in television and digital video analytics,
dedicated to measuring the impact of video ad creative. We provide data
and insight to enable marketers and creative teams to produce more
impactful work, test and adjust creative executions in real-time, and
understand what creative drivers impact their brand KPIs. The Company is
privately held and is backed by leading venture capital firms and
industry leaders including Hummer Winblad Venture Partners, Palomar
Ventures, Leapfrog Ventures and WPP.
Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.
Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix
LIVE® and Creative Lifecycle Management® are registered trademarks of
Ace Metrix. Other trademarks are property of their respective owners.
Contacts
Ace Metrix
Shannon Gerard, 989-992-0384
sgerard@acemetrix.com
