Marketing Week recently published a report claiming that 75% of B2B advertising is ineffective. In a study of 1,600 B2B ads watched by a whopping 6 million people, 75% of ads scored one star or lower on an emotional engagement scale. None of them reached the highest level of five stars.
The authors of the piece are working under the assumption that emotional response equates with effectiveness. What they mean is that an effective ad is one that you remember and act on after you’ve seen it. An emotional response creates stronger memories. If your ad doesn’t create an emotional response, then you have to pay to play it over and over and over again in order to be remembered.
An ad that doesn’t create an emotional response is a short-term play. An in-market prospect who sees it may take action. But an out-of-market prospect won’t remember your brand or product, and won’t be able to recall the ad a year later when they are in-market.
But hey, nothing about what I’ve said so far has likely elicited an emotional reaction in you. Let’s try this again with a video starring two cute kids.
Want to learn more? In this episode of “So you need a video,” Guy and Hope break down what makes these B2B ads ineffective, why that matters, and what you can do about it. We’ll discuss mullet videos, judging wine by its label, and our favorite report from the B2B Institute.
Listen to the episode with the player below, or scroll down to read the transcript.