Why Ads that entertain or are likable, Don’t SELL! (Here’s proof!)
Advertising creatives or graphic ads have been around for a very long time.
But it wasn’t until 1895, when direct response advertising legend Mr. Claude Hopkins started consistently hitting giant successes with his Ads. He was able to provide his clients consistent, predictable and repeatable results.
And with his book scientific advertising he changed advertising forever; ads became systematic, meaningful and scientific. Over his career he was responsible for over $200 million in sales, and this was back in 1970.
“Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause.”— Claude C. Hopkins
Similarly, David Ogilvy, who was a British advertising tycoon, founder of Ogilvy & Mather, and known as the "Father of Advertising" confessed that
“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it 'creative. ' I want you to find it so interesting that you buy the product.”—David Ogilvy
While setting up ads is often seen as a fun activity or creating a piece of art by many fashion Ecommerce Businesses.
A new report reveals that ads that entertain reduce effectiveness. This is shown by ads for entertainment purposes like Super Bowl ads having no effect on sales. Also, this research paper has many ads that are not ads that produce ads with sales results worse than ads that don’t entertain.
For example, We tested these ads with a footwear brand.
The post below you can see was fairly popular but not profitable ad at all.
These ad above however great looking visual didn’t account for any sales.
However, the ads you can see, below totally shifted the business.
See the metrics
So, just within a month of working with us, the brand saw a revenue boost of 255%, which is insane!
Another one, we launched these ads
Ads that entertain seem like the ad company is trying to divert attention from ads not selling which historically deters people away from ads and diverts them towards other products and services.
The idea that ads that entertain also perform is false.