Customer Insight
New Paper: "Valuable visual variety? How semantic scene-to-scene shifts in video ads relate to advertising effectiveness"
27 February 2024, by customer insight

Photo: DALLE-3
How is visual variety in video ads related to advertising effectiveness, and can it help to make them more effective?
An ongoing research project of Keno Tetzlaff and Jochen Hartmann, has recently been accepted for the next round of revisions at the Journal of the Academy of Marketing Science. The two have developed a scalable method to measure the visual variety in over 6,000 video ads across Facebook, TikTok, YouTube, and TV. Examining how semantic visual shifts between scenes influence advertising effectiveness, including purchases and sharing, their findings reveal an inverted U-shaped relationship between scene variety and ad performance across platforms.
They highlight the importance of tailoring visual variety to each platform to optimize consumer engagement and purchase intention.
The full working paper is available upon request.