So, what should advertisers do, especially political campaigns, to score with the audience?
If you’re getting typical campaign advice you might want to check this out. Morning Consult ran the numbers. Here’s what they came up with:
Ads focused on the pandemic are everywhere, and companies are learning on the fly how to address the new reality in a way that resonates with consumers.
To provide insight into what successful messaging looks like, Morning Consult dial-tested ads addressing the pandemic in different ways, asking a nationally representative sample to react in real-time.
Some of the highlights of the study include:
Ads addressing the pandemic had an average favorability significantly higher than a control ad with no mention that was tested.
The highest-performing ads largely had an above average share of viewers rating them as “empathetic,” suggesting that consumers are looking for brands to genuinely communicate whether they understand what consumers are going through.
DoorDash’s “Open for Delivery” ad had the highest favorability of all ads tested. Consumers were particularly likely to describe it as “optimistic” (9 points above average) and “sentimental” (11 points above average). Plus, purchasing intent for DoorDash due to “Open for Delivery” ranked the highest of all ads at 61 percent, 14 points above average.