Ipsos: what makes an advertisement successful?

A new research project based on the global database of Ipsos ASI suggests that 75 percent of the success of an advertisement campaign depends on the creative content, whereas only 25 percent depends on other factors like external circumstances, competitors, mediaplanning, market issues.

Spending more on advertisements does not add up tp the success of the campaign if the creative content itself is weak.

Ipsos carried out the research project by surveying more than 20 thousand people in three continents about their expectations when it comes to advertisements.79 percent of those asked believe that commercials are an important source of information, whereas two-thirds of those asked find it important for a commercial to be entertaining. European results are rather similar to this setting: 77 percent needs information, 69 percent expects the commercial to be entertaining.