Creating better ads and building stronger brands
Editor’s note: Nataly Kelly is the chief marketing officer at Zappi.
New data shows that one in three ads fail to register with consumers. This means that audiences see the ad but can’t recall the brand behind it. That’s a lot of wasted media spend, with many prime placements fading to forgettable noise.
Zappi’s third annual State of Creative Effectiveness report (registration required), produced in collaboration with VaynerMedia, analyzed 4,000 ads with feedback from more than 1.6 million U.S. consumers. The study explores what drives ad success and the steps that marketing and insights teams can take to drive more effective advertising.
Cracking the creative effectiveness code
We define creative effectiveness as “the power of creative to drive short- and long-term effects for the brand” – everything from immediate purchase intent to long-term brand equity. While media targeting and spend certainly influence outcomes, our report isolates the impact of the creative itself, giving research and marketing teams a clearer way to evaluate, refine and champion the content that truly connects.
This is where connected insights come into play. When teams can easily compare creative performance across campaigns, brands and time – and connect those findings to broader consumer sentiment – they’re better equipped to spot what works and scale what wins.
What we learned
Below are some key research findings.
- Stuck in a brand recall rut? Since we began this study in 2023, brand recall results have remained stubbornly consistent: Roughly one-third of consumers can’t spontaneously name a brand being advertised after viewing a reel of ads. It’s a clear sign that many campaigns are failing to leave a lasting impression – and an even clearer call-to-action.
- Older audiences are being overlooked…and they’re tuning out. We saw a sharp decline in ad distinctiveness (a key proxy for attention) among viewers 46+. But this isn’t about age-related apathy or overexposure – it’s a reflection of how heavily creative skews toward younger audiences. That’s a risky oversight, especially when consumers 46+ make up nearly half of the U.S. population.
- Viewers’ top pet peeve? Ads they don’t “get.” Confusion is the No. 1 reason consumers dislike an ad – outranking complaints about length, pacing or even annoying characters. The takeaway here: Clarity drives connection.
- What consumers like best: Ads that (authentically) tap into emotion. Emotional resonance is the top reason people say they like ads. In fact, the data shows that ads that spark emotional engagement are twice as likely to drive immediate sales (with ads scoring in the top 25% for overall emotion having an average sales impact of 78 out of 100 – versus 41 for all others).
- Using A-listers gets average results. Celebrities may give ads a bump in distinctiveness (from a 3.3 out of 5, to a 3.5 on average), but they don’t lead to better outcomes. That is, while celebrities show up in one in four ads, those spots perform no better on short-term sales impact than ones without a famous face – with both scoring 65 out of 100.
- Ha, ha, huh? Funny ads are slightly more distinctive – showing humor’s power in helping brands stand out. But when it comes to driving sales or brand recall, the joke falls flat: In the U.S., humor makes no meaningful difference to either.
- AI is changing the game – but do audiences care? From scriptwriting to casting, AI is reshaping the creative process. But consumers’ feelings are mixed: One-third like AI in ads, one-third are neutral and one-third dislike it – with men and younger consumers more likely to respond positively. But here’s the twist: 52% say AI in ads doesn’t change their perception of the brand at all. And while one-third (33%) of consumers believe they can spot AI-generated ads, real-world examples – like Puma’s AI-generated spot – suggest otherwise.
From insight to action: What to do with this data
Research and insights professionals are often tasked with translating data into direction. That means making sure the voice of the consumer is heard early – and ensuring those insights flow throughout the creative process, with insights leveraged across multiple projects and campaigns. Here are five high-impact ways to steer creative toward stronger results – and to stop good media dollars from going to waste.
1. Take people on an emotional journey
People may forget the tagline, product or punchline, but they’re apt to remember how an ad made them feel. That’s why emotional pacing matters. So, grab attention from the get-go. Establish the setting, characters and stakes and build conflict that leads to a climax – and then, a successful resolution.
Budweiser’s “First Delivery” is a masterclass in this kind of storytelling. Ninety percent of viewers watched the full 100-second spot – a rare feat in a world of short attention spans.
Keep in mind, too, that the worst thing for consumers to feel is no emotion at all. An emotional ad can be something funny, tear-jerking or inspiring; whatever the journey and sentiment, it needs to move people.
2. Cookie-cutter ads crumble. Do something different.
There are far fewer ads that stand out nowadays than there used to be. With distinctiveness being one of the strongest predictors of creative effectiveness, brands need to distinguish themselves by getting out of the category “comfort zone.” This means asking questions like: What are new ways we can build or leverage a distinctive brand asset (DBA)? How can we tell a story in a unique way?
Look at Chipotle’s “Unfolded” ad as a benchmark. With 80% of fast-food ads taking place indoors, and only 10% set in rural environments, Chipotle broke from convention with a paper-crafted farm landscape and compelling music. The result? The spot ranked in the top 10% of U.S. ads for sales impact.
3. Show people that you understand them
Ads that strike a chord among viewers often strike creative (and commercial) gold. That’s because when audiences think, “Wow, that company ‘gets’ me,” they’re more likely to remember it, trust it and buy from it. The connection usually comes from a sharp insight – one that “clicks” instantly but isn’t too obvious or overused. In other words, use a truth that feels instantly relatable, but frame it in a way people haven’t quite thought about before.
Snickers’ “You’re not you when you’re hungry” is a classic example. In addition, Curry’s more modern take from its IRL campaign delivers a relatable moment – a comedic depiction of shoppers who are so used to buying online that they try to “zoom in” on packaging or “swipe” items off store shelves.
4. Invest in distinctive brand assets
Memorable ads – and, by extension, memorable brands – often lean on distinctive brand assets: Visual or audio cues that act as immediate brand shortcuts. Think McDonald’s golden arches, the M&M candy characters and Netflix’s instantly recognizable “ta-dum” sound.
For brands that don’t have DBAs beyond the logo, it’s worth investing in them. And if you do have them, use them consistently – that’s what builds long-term memory and offers creative freedom to play. Research teams can help identify which assets are sticking and how they’re landing emotionally.
Just look at Aldi’s Kevin the Carrot. What started as a Christmas character has grown into a fan favorite, even starring in Olympic ads. The moment Kevin appears on screen, he elicits high “like” and “love” reactions from viewers. DBAs aren’t built overnight, but they deliver strong long-term value to consumers.
5. Stay consistent while keeping campaigns fresh
Consistency builds memory. When a brand shows up with a clear, cohesive identity over time, it becomes easier for consumers to recognize – and recall – it in the moments that matter. A strong through line across campaigns also helps brands feel more meaningful and familiar.
Still, consistency doesn’t mean predictability. Repeating the same creative formula too rigidly and frequently can make audiences tune out. So, the goal is to maintain a recognizable thread while introducing new elements. Same characters, new adventure. Same tone, different twist.
Brands like Mint Mobile use their distinctive green palette across campaigns while evolving their narrative to keep things fresh. This kind of recognizable cohesion helps consumers associate Mint Mobile content with the brand, while keeping them engaged.
Escape the one-in-three trap
With a third of ads failing to register with their audience, marketers and research and insights professionals have a clear opportunity (and responsibility!) to break the cycle. By applying the strategies above, your creative can be a standout instead of a statistic.
Although the data may be sobering, it’s also empowering. Because creative effectiveness can be measured, it can be optimized – not just post-campaign, but throughout the entire creative process.
Just as important, creative effectiveness isn’t just a metric – it’s a mind-set. It starts with embedding consumer insights early, and ensuring they flow through strategy, concept, execution and evaluation. When the voice of the consumer is a constant, you don’t just make better ads – you build stronger brands.