As mentioned earlier, social analytics provides insights through viewer’s comments as well as count of likes, shares and follows. This information, if forthcoming, may yield very useful insights of how the ad appeals to viewers, and whether or not they like it.
In reality though, only a few remarkably good (or bad) advertisements garner a sizeable number of social interactions.
A deeper, more rigorous understanding of likeability along specific attributes can be gauged through conventional market research.
In conventional studies, the likeability of an ad is usually measured in terms of rating on aspects such as enjoyable, entertaining, fun, appealing, interesting as well as overall like/dislike. Often a selection of questions is used, such as shown in Exhibit 23.9 where two ads are compared against a set of measures.
Overall liking is tracked both in absolute as well as relative terms in the context of other brands in the category.
In-market tests also measure the level of advertising fatigue, in terms of the percent of respondents who claim they are getting “fed-up with seeing” the ad.
Fatigue sets in over time, even for great advertisements. For offline campaigns, advertisers should consider withdrawing an ad, if 10% or more respondents claim (i.e. agree or strongly agree) they are “getting fed-up with seeing the ad”.
Similarly, on the internet, ads that viewers are tired of seeing should be moved to library folders, and be replaced by fresher content.
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