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Memorable Characters in Ads Boost Chances of Profit by 30% – but Just 4% of Us Brands Are Using Them, Says System1

Research from System1 has found the use of Fluent Devices (fictitious characters, human or creatures, created by a brand and used as the primary vehicle for creative across more than one ad) increases advertising effectiveness, although their use in US ads has declined significantly over the past 20 years. The study, using independent data from the IPA DataMINE database, reveals that campaigns using a fluent device are 37% more likely to increase market share than campaigns not using a fluent device; 27% more likely to…