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1、The B2B RenaissanceDrivers of B2B Ad EffectivenessThe B2B Renaissance2Our Goal:To quantify the drivers of B2B ad performance among Business Decision Makers.The B2B RenaissanceBeyond Functionality to Emotional ConnectionTheres a growing acknowledgment that establishing emotional connections with clie

2、nts and stakeholders is crucial.Elevated Emphasis on StorytellingB2B brands are moving beyond the purely functional aspects of their products or services.3We Ran Some ExperimentsWe conducted controlled testing of 67 Sponsored Content Ads in the LinkedIn news feed to measure their effectiveness among

3、st Business Decision Makers.The ad formats comprised of Single Image Ads and Video Ads.Single Image AdsVideo Ads4671,773BrandsAdsLinkedIn Users#of ExposuresDisplay Ads are a Sponsored Content ad format on LinkedIn.These ads feature one image and are seamlessly integrated into the LinkedIn feed of ta

4、rgeted professionals,accessible on both desktop and mobile devices.They serve multiple purposes:generating leads,driving brand awareness,and nurturing relationships throughout the sales cycle.Video Ads are another Sponsored Content ad format on LinkedIn,offering a dynamic way to engage professional

5、audiences at scale.These Video Ads are presented within the LinkedIn feed,providing captivating video experiences.Video Ads are versatile and support various objectives across the marketing funnel,catering to all stages of audience engagement.ParticipantsMeasurementAd ExposureSurveyLinkedIn users we

6、re recruited from a nationally representative online survey panel.Total Participants:n=1,773Exposures measured:n=3,024Participants were surveyed to get to know them better,including their media habits,role at company and decision-making responsibilities at work.Participants were driven to controlled

7、 version of LinkedIn to explore their feed,which exactly mirrored the platform.Test or control ads were randomly served to the participants.Test ads:Single Image Ads and Video Ads for test brand.Control ads:Public service announcement.After exploring the feed participants were driven to a survey to

8、measure traditional brand metrics and collect creative feedback.Our Method5What are the Strongest Drivers of B2B Ads?6Had a lot of emotional appealFelt relatableHad strong storytellingFeatured characters I connected withHad a clear messageWas memorableShared a unique perspectiveFelt refreshingMade m

9、e feel somethingWas creativeWas humorousResearch Intent Research Intent Brand PerceptionsBrand PerceptionsBrand FavorabilityBrand FavorabilityPurchase ConsiderationPurchase ConsiderationWe used statistical modelling to quantify the strongest drivers of branding KPIs.Creative attributes measured:What

10、 The Data Says About Creativity In B2BWhat The Data Says About Creativity In B2B7We know both display and video B2B ads work.B2B ads have the power to improve brand opinions and drive consideration.Video and display ads significantly increase brand KPIs.Brand FavorabilityResearch IntentPurchase Cons

11、ideration(Product)+9%+5%+8%+12%+8%+9%Impact of B2B AdsAmong Business Decision Makers -Delta(absolute difference between test and control group)Video AdsDisplay AdsBusiness Decision Makers n=2,032:Display Ads control n=537,Display Ads exposed n=461;Video Ads control n=632,Video Ads exposed n=402=sign

12、ificant difference between control and test at=90%confidence8However,Business Decision Makers are underwhelmed by the B2B ads they typically see.Business Decision Makers n=2,032 Q:How often do you see ads for B2B(i.e.,business-specific)products/professional services that B2B ads lack humor,emotional

13、 appeal,characters they can connect with,and a unique perspective.Perceptions of Typical B2B Ads Among Business Decision Makers64%64%60%59%56%56%54%45%36%36%40%41%44%44%46%55%HumorousEmotional AppealCharacter ConnectionUnique PerspectiveStrong StorytellingRelatableClear MessageMemorable9No industry

14、vertical is immune.Business Decision Makers dont often see creativity in B2B ads,regardless of the vertical.AutoRetailEducationHealthcareTechFinancial ServicesAgency Humorous69%67%57%62%62%59%56%Character connection64%59%54%56%55%51%58%Unique perspective64%56%55%53%55%51%42%Emotional appeal60%63%66%

15、56%54%58%61%Memorable61%55%48%52%57%50%52%Relatable49%54%54%55%49%43%49%Clear message55%42%47%49%46%48%41%Strong storytelling52%56%55%49%53%53%41%Perceptions of Typical B2B Ads,by VerticalAmong Business Decision Makers -%Somewhat/Not Often0%100%Business Decision Makers n=2,032 Q:How often do you see

16、 ads for B2B(i.e.,business-specific)products/professional services that Q:Which industry vertical do you currently work in?(select all that apply)10Business Decision Makers say more creative ads would drive their interest&action.More creative ads would encourage next steps and even forge personal co

17、nnections with those who make the purchase decisions for their company.Business Decision Makers n=2,032 Q:If you witnessed a company creating ads for business products/professional services that featured more creativity in their ads(e.g.,humor,good storytelling),how would that impact your opinion of

18、 them,if at all?(select all that apply)Id be more likely to look into their other products/servicesId be more likely be on the lookout for them49%46%33%38%40%Id respect them moreId suggest them to othersId feel a closer connection with them43%Id be more likely to talk about themEffect of More Creati

19、ve B2B AdsAmong Business Decision Makers -%Selected11+34%Research Intent+23%“Is a Brand I Prefer”+15%“Is a Brand I Feel Connected To”+40%Purchase Consideration(Brand)When B2B ads are seen as“creative”,Business Decision Makers are 40%more likely to consider purchasing the brand.Its not just what deci

20、sion makers say its how they respond to advertising.When ads are“creative”,they work significantly harder for B2B brands.Impact of Perceived Creativity on Brand KPIsAmong Business Decision Makers-Modelled Lift%(ratio between outcomes with and without ad creativity)Business Decision Makers n=2,032 12

21、When B2B ads are creative,they get more engagement.13ABOVEIndexed to Avg.(100)ABOVEIndexed to Avg.(100)+21+24Time in View(secs)#of LikesImpact of Perceived Creativity Among Business Decision Makers-Scores for ads perceived as“creative”indexed to average ad scoresBusiness Decision Makers n=2,032 Ads

22、that are perceived as creative have higher view times and get more likes among Business Decision Makers.What To Know When PlanningWhat To Know When Planning14Feedback from Business Decision Makers on why promoted content stood out as“creative”.B2B brands have many avenues for creativity.HumorThe pro

23、moted content stood out as creative because it featured humorous scenarios and humorous storytelling.The content used humor to convey the message.DiversityIt highlighted their diverse customer loyalty in a unique and engaging way.Different genders and race all come together for the same reason.promo

24、te sales from their company.Great for small companies.Good visuals/colorsThe visuals stood out most.The ad was colorful and memorable.Set design and visuals overall looked eye catching.Animal presenceI think having animals in the video promotion made it more compelling.The use of animals and nature

25、instead of people in offices.AIHaving the ability to use AI as a platform to do anything that you would like to do creatively.To integrate AI with your company and improve the experience.PartnershipsIt was created because this is a good time of the year to use the NFL with your brand to grab attenti

26、on,make it appealing and promote good storytelling.15Business Decision Makers n=2,032 Q:You mentioned the promoted content was creative.What about the promoted content stood out as creative to you?For driving short term objectives,B2B brands should focus on message clarity.Business Decision Makers n

27、=2,032While good storytelling has an impact on Research Intent,having a clear,memorable message is the strongest driver.Drivers of Research Intent Among Business Decision Makers-Modelled Lift%(ratio between outcomes with and without ad creativity)34%29%_ was memorable_ had a clear message_ was creat

28、ive_ shared a unique perspective_ had emotional appeal_ felt relatable_ felt refreshing_ made me feel something_ had strong storytelling_ featured characters I connected with_ was humorous0%40%20%The ad _.The ad _.Research Intent Drivers Message ClarityB2B ads are 29%less effective if they dont have

29、 a clear message16For longer term growth,B2B ads should include an emotional component and share a unique perspective.Business Decision Makers n=2,032 Drivers of“Is a brand I feel connected to”Among Business Decision Makers-Modelled Lift%(ratio between outcomes with and without ad creativity)44%39%0

30、%40%20%The ad _.The ad _.“Is a brand I feel connected to”_ was memorable_ had a clear message_ was creative_ shared a unique perspective_ had emotional appeal_ felt relatable_ felt refreshing_ made me feel something_ had strong storytelling_ featured characters I connected with_ was humorousUnique P

31、erspectiveSharing a unique perspective is over 2x more important than being humorous17RefreshingStrong storytellingHumorousCharacter connectionUnique perspectiveEmotional appealFelt somethingCreativeMemorableRelatableClear messageB2B brands should consider shifting creative focus based on who theyre

32、 trying to reach.Business Decision Makers n=2,032:Have not purchased brand before n=1,294,Have purchased brand before n=738*prospective customers:those who havent purchased the brand before0%5%10%15%20%25%Drivers of Research Intent Among Business Decision Makers-Modelled Lift%(ratio between outcomes

33、 with and without ad creativity)HAVE NOT PURCHASED BRAND BEFOREFor prospective customers*,having a refreshing,strong story works bestHAVE PURCHASED BRAND BEFOREFor existing customers,message clarity is most important18Celebrities may not be the answer.19Celebrities didnt help or hurt brand KPIs.Simp

34、le human presence,however,amplifies performance.Unaided Recall Any Mention“Is a brand that knows how to connect with me”Purchase Consideration(Product)Ad has celebrity presenceAd has human presenceImpact of Celebrity Presence vs.Human PresenceAmong Business Decision Makers-Modelled Lift%(ratio betwe

35、en outcomes with and without ad creativity)0%0%0%+10%+8%+5%Business Decision Makers n=2,032=significant difference between control and test at=90%confidence-14%“Is a brand I would recommend”-6%Purchase Consideration(Product)Use caution with music.Music is in the“ear”of the beholder so should be used

36、 with care.This is consistent with what MAGNA has seen in B2C research.On the whole,inclusion of music led to declines in branding metrics.Business Decision Makers n=2,032 Impact of Music on Brand MetricsAmong Business Decision Makers-Modelled Lift%(ratio between outcomes with and without ad creativ

37、ity)20ImplicationsTo build long term brand growth through stronger personal connections,brands should communicate a unique perspective and focus on emotional appeal.When the objective is short term sales,prioritize clear,memorable messaging.Ensure a clean canvas without extra visual clutter.Be strat

38、egic with creativity based on goals.When marketing to prospective customers,brand storytelling should be the focus.When marketing to existing customers,clear concise messaging/call-to-action is important.B2B advertising is just as much“people to people”advertising as B2C.Brands should put just as much effort into creativity and the emotional appearance of their B2B ads.Dont underestimate the power of creativity.21Thanks.Bye.