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richard shotton Profile picture
richard shotton
@rshotton
Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. Author of The Choice Factory & The Illusion of Choice
Oct 13, 2021 • 6 tweets • 2 min read
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