As we near the end of 2024’s first quarter, MarketCast’s advertising research experts took a look-back at the ads that broke-through most with audiences in 2023. Our team delved into all ads across categories using MarketCast Brand Effect, the trusted standard for measuring upper-funnel breakthrough and mid-funnel consideration metrics. Among the winners are a dynamic collaboration between a taco brand and baseball, a timeless pairing of dish soap and ducklings, and an auto accessories brand that cleaned-up with a solid media strategy.
Reminder: MarketCast Brand Effect is an always-on measurement tool that tracks ad resonance in real-time from audience’s natural viewing environments. Backed by decades of norms and benchmarks, it allows brands to compare their ads across categories with lightning-fast turnaround, enabling advertisers to optimize their ad creative and address audience reactions immediately.
Taco Bell & MLB
Taco Bell’s ad “Stolen Base” was the top-performing ad of 2023, according to our database. In partnership with MLB, “Stolen Base” stole the show to give away a free taco after the first stolen base of the season. Not only did the ad have solid visuals and a compelling voiceover that caught audiences’ attention (its use of the brand’s signature purple propelled their Brand Linkage score to a whopping 99%,) but its exclusive placement in MLB games allowed it to resonate with viewers even more. As we mentioned before, content matters to ad performance, so if a program is highly engaging to audiences, the ads typically perform higher within it.
WeatherTech and the Power of Media Weight
WeatherTech’s ad “Seasons” was also a high performer for 2023, thanks to the heavy media weight the automotive accessories brand placed behind the spot. While it contains foundational creative elements, like a simple message and storyline showcasing the product benefits, the high number of ad placements tipped the scales for WeatherTech regarding breakthrough. The ad’s stellar Brand Memorability (57% compared to the 19% norm) proves that while creative quality can make or break an ad, the power of media weight should not be dismissed when planning your campaign.
Bounty is the Hero of Branding
Making a case for branding as the hero of the story, Bounty’s ad “Lottery” demonstrates the power of brand cues in an ad campaign. You’ve likely seen one of the ads before; an untimely spill threatens to ruin a moment, a cake, or, in this case, a winning lottery ticket. But thanks to “the Quicker Picker Upper,” the day is saved, and Bounty is the hero. Not only do these ads share a simple, relatable, and humorous storyline, but the consistent construct across ads and the use of the brand’s timeless tagline provides campaign synergy, establishing above-average branding (81% compared to 50% norm.)
Subway Enlists the Pros
Subway defends its title as one of the top advertisers in the game with their ad “Mahomes” featuring, you guessed it, star quarterback for the Kansas City Chiefs and three-time Super Bowl champion Patrick Mahomes. Subway has long partnered with athletes and sports leagues like the NFL in their campaigns, often deploying contextual advertising or using elements in their ads that directly reflect the content they appear in. This is a great strategy to engage more deeply with audiences, and combined with heavy media support, it allows their ads to rise above their competitors.
Dawn and the Duckling
A memorable spot that will always manage to bring a tear to our eye, Dawn’s “Wildlife” still appears at the top of our database year-over-year for the past four years, thanks to its iconic messaging and very effective product demonstration (as a means to help clean oil off wildlife affected by environmental disasters.) While the use of baby animals in an ad is always a sure way to connect with audiences emotionally, it also portrays the brand as the hero of the story, causing a powerful public response.
MarketCast Brand Effect is the industry’s trusted cross-platform ad measurement solution for measuring upper-funnel advertising resonance and mid-funnel consideration for brands. To get started on optimizing your campaign’s performance and measuring ad resonance in real time, contact us!