What Can Brands Learn from the Top Ads of 2023?
In the fast-paced world of advertising, staying ahead of the curve is crucial for brands aiming to capture the attention and hearts of their audiences – a reality made ever clearer by the competitive nature of Super Bowl ad breaks. In an effort to understand which ads truly packed a punch last year, Nexxen Studio – our in-house creative and insights studio – conducted an extensive study on 20 popular ads that graced major milestones throughout 2023 (including the big game). Leveraging advanced technology and surveying a diverse pool of 11,000 participants, the studio’s findings offer a comprehensive look at what made, and makes, certain ads a success.
The Big Takeaways
The Big Takeaways
61%
higher level of active attention in the top five ads compared to the average US ad.
70%
of the top 10 for attention also fell within the Holiday or Super Bowl category.
60%
of the top 10 for attention also ranked in the top 10 for purchase intent.
40%
of the top 10 for attention ranked in the top 10 for brand recall. Capturing attention is crucial, but it’s not the sole factor in brand recall.
61%
higher level of active attention in the top five ads compared to the average US ad.
70%
of the top 10 for attention also fell within the Holiday or Super Bowl category.
60%
of the top 10 for attention also ranked in the top 10 for purchase intent.
40%
of the top 10 for attention ranked in the top 10 for brand recall. Capturing attention is crucial, but it’s not the sole factor in brand recall.
Nexxen Studio employed a meticulous approach, cross-testing the ads against various key performance indicators including active attention, brand recall, purchase intent and emotional response. The use of facial coding technology – capturing second-by-second reactions – provided an even more unique perspective on viewers’ engagement levels. By categorizing the audience into segments such as Live Sports Enthusiasts (primed for the Super Bowl), Bargain Hunters, Prime and Black Friday Shoppers and more, the study helped unveil the nuanced preferences of diverse consumer groups.
According to the Nexxen Studio score, the top five performing ads of 2023 were:
- Coca-Cola, “The World Needs More Santas“
- Kroger, “Cuisine Exchange“
- Amazon, “Saving Sawyer“
- Tide, “MythBusters“
- NFL, “Run With It“
These ads outshone the competition on a variety of metrics, securing their place as the most impactful across the board.
It’s fair to say that the dynamics between active attention, consumer action and brand recall is key to crafting compelling and memorable campaigns – particularly ahead of the Super Bowl. So, how will the ads of 2024 fair? Only time will tell, but we’ll be tuning in on Sunday to see.
