Brandweek reports that the Advertising Research Foundation has just completed a three year study on the effectiveness of TV advertisements in the USA and found that storytelling was the top factor for a successful commercial.
The report contends that in many ways, advertising is stuck in the past. The 20th century was dominated by a one-way transactional focus where ads were pushed at consumers. Today, consumers interact with ads to “co-create” meaning that is powered by emotion and rich narrative. “Advertising has been standing on the sidelines, stuck on the language of positioning,” said Randall Ringer, managing director and co-founder, Verse Group, New York. “Telling a story about the brand is more engaging, memorable and compelling than telling a bunch of facts. What worked 30 years ago with a 30-second spot doesn’t work today.”
[thanks to Dan Heath for the link]
About Shawn Callahan
Shawn, author of Putting Stories to Work, is one of the world's leading business storytelling consultants. He helps executive teams find and tell the story of their strategy. When he is not working on strategy communication, Shawn is helping leaders find and tell business stories to engage, to influence and to inspire. Shawn works with Global 1000 companies including Shell, IBM, SAP, Bayer, Microsoft & Danone. Connect with Shawn on: