Covid-19-related ads lead to ‘significant long-term gains’ for brands

Brands are creating “significant long-term gains” as a result of Covid-19-related ads, according to data from global marketing research brand System1.

Using the company’s Test Your Ad tool – which predicts the effectiveness of ads through the emotional response of viewers – System1 found that brands, including Guinness, Marks & Spencer and Morrisons are receiving “sky high” responses from viewers, with Aldi’s “Business as usual” spot ranking as the most effective ad surrounding the ongoing pandemic.

Jon Evans, chief marketing officer at System1, said: “With the majority of marketers questioning whether they can afford to advertise at all, it’s reassuring to see some brands achieving extraordinary results, even with limited budgets. If you can afford to advertise, then there are some big potential gains to be made in share of voice. The most important thing is to make sure you land the right message, which should emphasise the importance of community and human connection.”

Source: Campaignlive

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