Driving Ad Effectiveness for an Entertainment Software Company

Business Challenge 

The client, a global leader in entertainment software, was preparing to launch new ad campaigns designed to reinforce its market positioning as an innovative and trusted brand. However, the leadership team faced critical challenges:

Approach & Research Methodology

Jasper Colin designed a B2B Ad Testing Study involving 200 qualified decision-makers in entertainment-related organizations. The methodology included:

• Audience Targeting: Respondents were filtered for roles involving decision-making power in IT/software and entertainment partnerships.
• Brand Awareness & Consideration: Measured familiarity and likelihood to consider the client’s software vs. competitors.
• Ad Recall & Recognition: Tested respondents’ ability to correctly identify the brand behind the ad.
• Emotional Engagement: Captured positive (inspiration, happiness, satisfaction) and negative (doubt, frustration) emotional triggers.
• Ad Liking & Heat Mapping: Interactive click-testing revealed which ad elements (visuals, copy, call-to-action) were most appealing or distracting.
• Comparative Testing: Two ad versions were compared head-to-head on persuasiveness and memorability.
• Impact on Brand Perception: Post-exposure questions measured whether the ads improved or weakened perception of the brand.

Key Findings

The study revealed significant insights into ad effectiveness:

1. Brand Recognition & Recall

• High brand linkage, with a majority identifying the entertainment software brand correctly after viewing the ads.

2. Emotional Resonance

• Ads evoked happiness, satisfaction, and inspiration, confirming emotional storytelling strength.
• A smaller subset expressed doubt and confusion, showing some creative elements needed simplification.

3. Ad Appeal

• 67% of respondents liked the ads somewhat or strongly, confirming strong creative acceptance.
• Heat maps highlighted high engagement with visual storytelling and taglines, while long explanatory copy drew less attention.

4. Brand Perception Shift

• 74% felt more positive about the brand after viewing the ads, validating the campaign’s role in reinforcing brand trust and industry leadership.

Recommendations

• Prioritize Ad 2 for rollout, integrating its stronger persuasive elements into future campaigns.
• Reduce reliance on text-heavy messaging; use simpler visuals and concise storytelling.
• Reinforce messaging around innovation, reliability, and industry relevance.
• Implement an always-on ad testing framework across creative campaigns.
• Track ad effectiveness benchmarks against competitor ads in entertainment software.
• Incorporate behavioral and biometric testing (eye-tracking, emotion recognition) to enhance ad diagnostics.

Impact

The immediate benefit was the ability to choose the most persuasive creative (Ad 2) with confidence, ensuring campaign effectiveness and higher ROI. The study gave the client data-backed clarity to optimize its campaign before scaling distribution.

Way Forward: Jasper Colin’s Difference

By blending quantitative rigor with interactive tools like heat mapping and emotional response tracking, Jasper Colin delivered insights that helped the entertainment software company:

With its global expertise in ad effectiveness and B2B research, Jasper Colin continues to empower entertainment brands to craft ads that resonate, differentiate, and convert.