Airline Air France’s ad is last year’s most original advertisement. The winner of the online assessment in this category was an ad by Jet gas stations. These are two results of the annual assessment of b4t creative tracking 2016, an advertising test by Gesellschaft für integrierte Kommunikationsforschung (GIK). Last year, 48 000 people were asked about 720 images from 12 industry sectors with regard to 19 key performance indicators (KPI).
On the internet, subjects from the mobility sector, on the road or high in the skies, are perceived as particularly “original”. Online ads by no fewer than three companies from this sector – Jet, Shell and Lufthansa – did especially well in all age groups. The results of assessing the most original printed ads are more varied. Besides Air France, all respondents and the group aged 14 to 29 voted for a Samsung Ultrabook ad, which ranks among the top 3 twice. The other positions go to printed ads by H&M, Michelin and ING DiBa. The printed Jet ad takes first place in the group of over-50-year-olds.
When it comes to which ad or online image incites customers to actually buy, look for more information on or recommend a product, a printed ad by a food retailer did particularly well: Lidl’s ad came first in the groups of all respondents and the 14-29-year-olds. The over-50-year-olds voted for Landliebe. A Samsung smartphone ad occupies a top position online regardless of the age of the interviewees. Younger people really like Rotkäppchen; Conrad Elektronik is well received by the over-50-year-olds.
“Both customers and agencies appreciate the wide range of industry sectors covered by b4t creative tracking, combined with the statements about the impact of printed and online ads. This focused analysis shows that b4t confirms retailers’ strategy for print media. Consumers like the ads and act accordingly. No fewer than three retailers, Lidl, Edeka and Rewe, produced top results.”
Fred Hogrefe, director of GIK for Funke Mediengruppe and speaker in 2017