How effective are active lifestyle ads?
According to Ace Metrix (a company that measures the impact of video advertising), if you’re Nike or GoPro, very effective.
Ace Metrix released a list of the top ten “Breakthough” ads from Q3 2016, and Nike Inc.’s “Unlimited” campaign held the first, fifth and tenth spots. Meanwhile GoPro was pushed back to ninth, but that still isn’t bad considering it was one of two active lifestyle brands to even make the list.
Non-active lifestyle brands Frosted Flakes and Olive Garden tied for second, with BMW at fourth.
Nike’s “Unlimited Scout” earned the title of highest Breakthrough ad of the quarter. The 2:25 digital ad followed Paralympian runner Scout Bassett as she talks about the training that took her from last place to first. The ad earned the highest Likability score of the group and evoked emotional terms such as “moving,” “powerful” and “inspirational” in viewer comments.
Following a similar theme, tying for the second highest Breakthrough ad is Frosted Flakes’ “Making of ‘Let Your Gr-r-reat Out,’” which follows 11-year-old Nicola as she unleashes her greatness at a skate park in her wheelchair.
“Nike, Frosted Flakes and BMW all delivered humbling and inspiring messages, making that strong emotional connection that engages viewers,” said Peter Daboll, CEO, Ace Metrix.
“With three of the ads on our list being long form and digital-only, we’re seeing the beginning of a movement across the ecosystem to improve creative quality. By delivering ad experiences viewers will choose to watch, these brands are leading the fight against unwanted, uninteresting advertising,” added Daboll.
GoPro’s branded tie-in with the The Secret Life of Pets helped secure its spot.
Photo courtesy Nike Inc.
