Recently, Rich University’s Department of Psychology released a study, “The Effect of Content Desirability on Subjective Video Quality Ratings”, authored by Philip Kortum. In summary, the study showed that people’s perceptions of video quality is correlated to how much they enjoy what they’re watching. So, if the content of what is being watched is captivating enough, people not only overlook poorer video quality, but actually perceive it to be higher.
Similarly, in advertising, the effectiveness of ads is primarily dependent on the content. The more captivating, interesting, memorable, identifiable, and relevant you make your ads, the more effective they will be – whether shown on TV, on the internet, in print, or heard on the radio. Look at any effective advertising campaign today, and the ads will score highly in each of these five adjectives.
Let’s look at each of these individually.
If you are creating ads – display ads, videos, print ads, or whatever – measure your work-in-progress along these five scales. The higher you get on each, the more effective your work will be.
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