Rob Demar (3:21)

You're kind of leading the witness here. I'll be honest with you because my gut would have been, well, geez, they benefit from it. There's like a halo effect because people's brains are primed and they're like, ah, this was funny. And then they go into the next ad and maybe they don't like it, but their brain was, you know, ready for it. But I'm gonna assume you're gonna tell.

Alina Jasper (3:39)

Me I'm wrong because yeah, I gave it away. I actually didn't mean to do that. I realized that as I was describing the study. Sorry. Okay, but that's interesting to know. Your instinct would've been the opposite.

Rob Demar (3:50)

It would've for sure.

Alina Jasper (3:51)

Yeah, that makes sense. Why like the study kind of tees up. It's not what traditional ad thinking might think. Yeah, so the, their first finding is that regular ads, they get crushed in a creative mix. So when those regular ads were shown alongside creative ones, their recall dropped by 30%. But it actually gets worse. When a creative ad was repeated in the mix, recall for the non repeated regular ads plummeted by 70%. So that means that a typical ad break, if your ad is surrounded by a few super creative award winning spots, maybe not award winning, but super creative spots, people are much less likely to remember your ad at all. It's like the creative ads are like hogging all that mental space in your customers brains. But Rob, have you ever seen an ad that was so good it made the next ad feel just completely lifeless? Like you go from watching some brilliant cinematic masterpiece to like an accident in an insurance spot or something. Like it's almost, it's almost painful.

Rob Demar (4:41)

I think we've all had that. Especially with high stakes events like the super bowl where you're like just one great spot after the other, huge production value. Then all of a sudden you're like, how did this ad even get in here? Like the local city? Yeah, I was just going to say local feed. Like, how did you know? Pizza joint get in there. I'm like, yeah, totally, totally. You almost wonder if it's a trick. Like you see some of those ads right after and you're like, I bet this is going to be a joke. Like there's a joke in here somewhere. It's going to turn and you're like, nope, that was really the ad.

Alina Jasper (5:14)

So those types of like regular ads that follow something great, they don't just get forgotten, they're actually liked less, which I could resonate with that personally. So not only are they harder to remember, but their perceived quality takes a hit. So in one test, the same set of regular ads is rated 10% lower in likability when they had appeared alongside creative ads. So this suggests that creative ads raised the bar in our minds, making regular ads seem even more boring by comparison. So essentially, people weren't just ignoring the regular ads, they were actually judging them more harshly.

Rob Demar (5:44)

Wow.

Alina Jasper (5:45)

Yeah. And then finally they had another finding called the super bowl effect, which is basically that repetition makes it worse. So they tested different repetition conditions. When regular ads are repeated, their recall still suffered if they were surrounded by creative ads. When creative ads are repeated, the recall of non repeated regular ads approach zero. So if you think about that in the context of something like the super bowl, that's a showcase for some of the most creative and expensive ads in the industry. But if you're running a plain average ad in that same mix, it might not just get ignored, it could actively suffer. By comparison to this study, it adds sort of a new twist to the long standing debate about creative advertising. Yes, creativity is powerful, but not just for your brand. If you're in a competitive ad environment, creative ads can suppress recall and perception of other ads. So marketers, you got to really like, go big or go home. If your ad isn't at least a little creative, it might be a waste of money if you end up in that creative heavy lineup. So maybe reconsider high profile ad placements. Spending big on a regular ad in a creativity driven event like the super bowl might backfire. But Rob, just because a brand they might have a small creative budget, it doesn't mean they have to produce boring work. So what advice would you give marketers that they, you know, they want to produce effective creative work, but they have a smaller sort of budget.

Rob Demar (6:54)

I mean it just comes back to do you have a really good idea? If you think about, we were talking about the super bowl earlier and I know we've talked about them in the past, but when Coinbase ran their QR code spot, it was super arresting in that environment and it was a simple QR code bouncing on a screen and it had everybody talking. If you look at like the Dollar Shave Club, do you remember the classic dollar Shave Club spot that launched the brand, that founder? It was a hilarious commercial, was incredibly well written and it cost $4,500. So it's, it just goes back to do you have a great brand idea, a great story to tell and it just a compelling, well written way to do it.

Alina Jasper (7:37)

Yeah, totally agree. It also made me think about if I'm planning my my like TV buy or my just my media buy in general. Everyone's obsessed with CTV right now and we like ctv. You know, we buy it. It's great for a lot of things. But like the traditional national linear feed, if you're ever watching that, the ads are different than ctv. Like I say CTV is generally like newer brands linear. You get a lot of those like Dr. Sometimes more boring ads. So this is making me think, hey, another reason to invest in linear tv. If you can go in with a very creative spot and then a lot of brands. There are a lot of super bowl advertisers that just advertise in the Super Bowl. What a mistake. Take that creative ad, such a mistake, and put it on year round. You're gonna have such a better effect and you could even be if like you're airing on networks where you have a lot of competition that errors too. Even bigger reason to run a creative ad because you could actually chip away at your competitors with something that's really creative. The Rob GPT is kind of long, but I really liked it. So buckle up.

Rob Demar (8:34)

All right?

Alina Jasper (8:36)

For some reason maybe we're super long. Let's think of this study like a Thanksgiving dinner, but for advertising. Imagine you're at a big family feast. You've got a solid plate of mashed potatoes, green beans and turkey. It's a good meal, but nothing too flashy. Then suddenly your cousin walks in carrying a five tier chocolate fountain complete with sparklers and a choir singing its arrival. What happens next? Well, everyone forgets about the turkey. The mashed potatoes might as well not exist. Even though they're still on the table. No one's talking about them. And no one's going back for seconds. That's exactly what happens when a regular ad is sitting next to a highly creative one. The creative ad is a chocolate fountain with sparklers stealing all the attention and leaving everyone else feeling forgettable. I mean, everything else feeling kind of.

Rob Demar (9:15)

You know, the rob GPT usually nails it, but nobody forgets about the turkey. Come on.

Alina Jasper (9:23)

I'm not gonna lie. Like, if I was truly, like, hungry for Thanksgiving, like, you starve yourself all day, you don't want dessert first, right? Like, you want.

Rob Demar (9:30)

No, you want the stuffing.

Alina Jasper (9:33)

I should have told, but I get it.

Rob Demar (9:35)

I get the point.

Alina Jasper (9:35)

I should have yelled at it. Do you ever get just really mean to chatgpt? I mean, it gets one thing wrong. You're like, redo it.

Rob Demar (9:41)

You know, AI hasn't ever actually bellied up to the Thanksgiving table, right? So it doesn't truly understand the value of the stuffing.

Alina Jasper (9:49)

That's called the American Advantage, folks. Over AI. We know what that feels like. I'd also like to mention that the week that this podcast drops is a lightning strike week for us. So this week we're putting out a bunch of content on creative effectiveness. That's why we chose this episode as a theme. So we have a new white paper that everybody should go read. Go to our website and you can read it.

Rob Demar (10:13)

I'm going to go read it right now.

Alina Jasper (10:14)

You should have already read it, hopefully. I think you were part of the approval team.

Rob Demar (10:17)

But I did. But I can read it again.

Alina Jasper (10:20)

Okay, perfect. That's it for this episode of the Marketing Architects. We'd like to thank Taylor De Los Reyes for producing the show. You can connect with us on LinkedIn. And if you like the podcast, please leave us a review. Now go forth and build great marketing. Marketing Architects.