There are quite a few headlines in the trade press today about the effectiveness of purposeful ads

However, the actual data tells a very different story...

A thread
The research is based on analysis of the IPA effectiveness Databank and it compares ads with a purpose with those without one

The headlines refer to a comparison of a subset of purpose ads - the well executed ones- with all non-purposeful ads

Unsurprisingly they perform better
However, if you look at the remaining purposeful ads - the poorly executed ones - they perform worse than general ads
The findings are a statement of circular logic

If you create a subset of any ads (eg well executed ads that use the colour orange) they will perform better than average ads

The thing that drives that overperformance is the fact you are only looking at well executed ads
The approach needed is to compare all purpose ads with all non-purpose ads

Interestingly the study does that and finds purposeful ads are less effective
So on one hand we have a finding that purposeful ads are less effective but a headline that leads to the opposite conclusion

It would be like an article about the Titanic's maiden journey focussing on the great buffet selection but relegating the iceberg to passing mention

• • •

Missing some Tweet in this thread? You can try to force a refresh

Keep Current with richard shotton

richard shotton Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!


Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!