Key Findings pricebased ads vs imagebased ads Source RAMetrics Countries EnglandScotland Price based 31 ads from 27102016 to 03042017 image based 30 ads from 06102016 to 03042017 Score base read the newspaper ID: 588859
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Slide1
Image-based ads tend to outperform price-based ads
Updated
October 2020Slide2
Key Findings: Price-based ads vs image-based adsImage-based ads are more likely to be recalled by readers (73% vs 6% for price-based ads) and tend to outperform price-based ads across most brand measures (attention and engagement), whereas the strength in price-based ads lies in recognition metrics, readers are more readily able to identify brands and advertisers (branding: 31% vs 35% for price-based ads).
Readers pay attention to image-based ads (33% vs 28% for price-based ads) and generally find them more engaging, they make a better impression (like ad: 35% vs 29% for price-based ads), are more likely to convey new information (41% vs 37% for for price-based ads) and appeal more to readers than price-based ads (34% vs 29% for price-based ads) — image-based ads also feel more fresh and original (fresh approach: 40% vs 31% for price-based ads).
Although image based ads are better liked (35% vs 29% for price-based ads), considered more interesting (36% vs 31% for price-based ads) and encourage more of an emotional reaction (24% vs 18% for price-based ads), readers comprehend price-based ads just as well (easy to understand: 48% for both).
When it comes to taking action, both ad types work well, however image-based ads come out slightly on top, they encourage readers to look for more information (20% vs 17% for price-based ads), help create conversation around the brand or advertiser (discuss: 16% vs 14% for price-based ads). Price-based ads are better at converting their engaged readers into action takers — 53% of engaged readers take some form of action compared with 51% for image-based ads. Furthermore, focusing on readers who notice the advertising, price-based ads are equally as effective as image-based ads at prompting visits to the advertiser (22% for both). Image-based ads therefore can provide the double-whammy of building brand health and prompting action.
Source:
RAMetrics
. Countries: England/Scotland. Image based – 250 ads from 21/06/2016 – 23/09/2020, Price based – 250 ads from 06/08/2015 – 23/09/2020. Score base: read the newspaper.Slide3
Price-based vs image-based - Ad recall
Source:
RAMetrics
. Countries: England/Scotland. Image based – 250 ads from 21/06/2016 – 23/09/2020, Price based – 250 ads from 06/08/2015 – 23/09/2020. Score base: read the newspaper.Slide4
Price-based vs image-based ad comparison: scores amongst those who have read the newspaperattention
action
engagement
recognitionbrand measures
image
price
+
Source:
RAMetrics
. Countries: England/Scotland. Image based – 250 ads from 21/06/2016 – 23/09/2020, Price based – 250 ads from 06/08/2015 – 23/09/2020. Score base: read the newspaper.Slide5
attentionaction
engagement
recognition
brand measures
image
price
+
Source:
RAMetrics
. Countries: England/Scotland. Image based – 250 ads from 21/06/2016 – 23/09/2020, Price based – 250 ads from 06/08/2015 – 23/09/2020. Score base: noticed the ad.
Price-based vs image-based ad comparison: scores amongst those who have noticed the adSlide6
Although price-based ads are less recalled, they are better than image-based ads at converting engagement to action
Ad recall
67%
Brand recognition 40%
Engagement
32%
Action
17%
60%
80%
53%
Price
Ad recall
73%
Brand recognition
38%
Engagement
37%
Action
19%
52%
97%
51%
Image
Source:
RAMetrics
. Countries: England/Scotland. Image based – 250 ads from 21/06/2016 – 23/09/2020, Price based – 250 ads from 06/08/2015 – 23/09/2020. Score base: read newspaper.