3 reasons for a logo in your commercial
Add or not add logo to your advertisement; what effect does that have on how the viewer experiences the spot and the brand?
Ster investigated this question for CheapTickets.nl with the help of Ster AdMeasure.
To logo or not to logo?
CheapTickets.nl , the number one travel website in the Netherlands, has recently launched their new campaign. Whatever the reason for your trip, everyone can go to CheapTickets. With their new campaign they focus on brand awareness and branding:
The aim of the campaign is to increase our brand awareness, to further build on a positive brand image in order to ultimately create brand preference.
Joost de Wit, Lead Branding & Engagement
To increase brand awareness, it is of course important that viewers get a good idea of who the sender of the campaign is. Showing a logo in the spot is an efficient way to clarify the sender and build your brand awareness.
Does a logo derive?
However, there may be resistance around showing a logo in the spot, for example because of the fear that a commercial will be less liked with a logo. Or maybe because a logo actually derives from the message of the commercial and the surprise effect is gone. Some brands therefore opt for a more pragmatic variant of the logo: a neutral or transparent version. However, these choices are often made based on gut feeling.
CheapTickets.nl faced the same question and considerations in their new campaign. There was a need for data to not only choose on the basis of taste.
To help them with this assessment, we tested three variations of the spot among the target group in AdMeasure, Ster’s innovative research tool. Each respondent assessed one of the three spots and the results were compared.
The variants were:
- With the logo only visible at the end
- With the normal logo constantly in view
- With a more subtle, white logo constantly in view
Aesthetically speaking, we would not want to show a logo in the spotlight, but we also want to be effective in our media choices – a logo would be better. We would like to make a thorough assessment between the visibility of the brand and the impact of the story that we want to convey
Joost de Wit, Lead Branding & Engagement
Does a logo cause a negative opinion about the spot?
From previous research by Star in TV commercials turned out that you can feel free brand name two to six times your commercial before people find this annoying. And our test shows that the continuous display of a logo has no negative effect on the valuation. Whether or not you display your logo; the spot is just as well appreciated.
In fact: the version with the normal logo is considered the least boring and annoying and evokes the strongest positive feeling in the viewer. The fear that people will drop out or experience negative emotions as soon as the normal logo comes on the screen seems unjustified.
Read the full article on Adformatie.
