Sponsored content and video ad formats best for emotional engagement

Research by Yahoo7 has identified the optimal advertising formats for specific brand targets. The study found that display formats were the best for achieving cognitive engagement, but that sponsored content and video formats were more successful at tapping into emotional and behaviour engagement.

Yahoo7 has investigated which ad formats are best at driving certain objectives, identifying that specific formats are better when it comes to hitting particular brand goals than others.

After conducting a study which was established based on a research model from US, it was found that display formats were best at achieving cognitive engagement, whereas sponsored content and video formats were better at tapping into emotional and behavioural engagement.

Commercial director for Yahoo7, Paul Sigaloff, says: “Advertisers should use these insights to strategically decide which combination of formats will effectively deliver return on their investment.”

The study is apart of Yahoo7's 'Insight Series' and it was found that for campaigns seeking a cognitive response, such as gaining consumer attention, interest or awareness, rich media display and video delivered the most effective results.

It was also found that rich media display formats were better at achieving correct branding, while video most effectively generated spontaneous awareness.

The research consisted of a series of experiments from more than 1,000 respondents across Australia.

The research also demonstrated billboard and MREC formats are most powerful when employed together, while content is most effective when sponsored by display advertising.

“FMCG customers are researching and preparing for their shopping through a wide range of channels, as well as being on mobile in-store, so it’s imperative brands are selecting the right channels and formats to achieve engagement,’ Sigaloff added.

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