Question:

Ads that include the product on-screen had higher ad recall. Stronger brand response is found from ads that are viewable only, as compared to ads that are viewable and audible. Ads with a person speaking directly to camera had lower ad recall. Text slides, subtitles, and voiceovers are associated with higher brand awareness. Six-second ads on YouTube drove the same ad recall as 30-second versions on other sites.

Answer:

  • A home-decor advertiser who wants to reach people who recently bought a home.
  • A property advertiser who wants to reach people who recently graduated from medical school.
  • A wedding-planner advertiser who wants to reach people who are currently researching wedding dresses.
  • A fly-fishing advertiser who wants to reach people who are currently in the market for waders.
  • A baking-supply company that wants to reach people who are in the market for mixers.

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