B2B广告效果的驱动因素（英）

The B2B RenaissanceDrivers of B2B Ad EffectivenessThe B2B Renaissance2Our Goal:To quantify the drivers of B2B ad performance among Business Decision Makers.The B2B RenaissanceBeyond Functionality to Emotional ConnectionThere's a growing acknowledgment that establishing emotional connections with clients and stakeholders is crucial.Elevated Emphasis on StorytellingB2B brands are moving beyond the purely functional aspects of their products or services.3We Ran Some ExperimentsWe conducted controlled testing of 67 Sponsored Content Ads in the LinkedIn news feed to measure their effectiveness amongst Business Decision Makers. The ad formats comprised of Single Image Ads and Video Ads.Single Image AdsVideo Ads4671,773BrandsAdsLinkedIn Users# of ExposuresDisplay Ads are a Sponsored Content ad format on LinkedIn. These ads feature one image and are seamlessly integrated into the LinkedIn feed of targeted professionals, accessible on both desktop and mobile devices. They serve multiple purposes: generating leads, driving brand awareness, and nurturing relationships throughout the sales cycle.Video Ads are another Sponsored Content ad format on LinkedIn, offering a dynamic way to engage professional audiences at scale. These Video Ads are presented within the LinkedIn feed, providing captivating video experiences. Video Ads are versatile and support various objectives across the marketing funnel, catering to all stages of audience engagement.ParticipantsMeasurementAd ExposureSurveyLinkedIn users were recruited from a nationally representative online survey panel. Total Participants: n=1,773Exposures measured: n= 3,024Participants were surveyed to get to know them better, including their media habits, role at company and decision-making responsibilities at work.Participants were driven to controlled version of LinkedIn to explore their feed, which exactly mirrored the platform. Test or control ads were randomly served to the participants.Test ads:Single Image Ads and Video Ads for test brand.Control ads:Public service announcement.After exploring the feed participants were driven to a survey to measure traditional brand metrics and collect creative feedback.Our Method5What are the Strongest Drivers of B2B Ads?6Had a lot of emotional appealFelt relatableHad strong storytellingFeatured characters I connected withHad a clear messageWas memorableShared a unique perspectiveFelt refreshingMade me feel somethingWas creativeWas humorousResearch Intent Research Intent Brand PerceptionsBrand PerceptionsBrand FavorabilityBrand FavorabilityPurchase ConsiderationPurchase ConsiderationWe used statistical modelling to quantify the strongest drivers of branding KPIs.Creative attributes measured:What The Data Says About Creativity In B2BWhat The Data Says About Creativity In B2B7We know both display and video B2B ads work.B2B ads have the power to improve brand opinions and drive consideration.Video and display ads significantly increase brand KPIs.Brand FavorabilityResea