2024年B2B廣告效果的驅(qū)動因素報告（英文版）-MAGNA

TheB2B

Renaissance

DriversofB2B

AdEffectiveness

OurGoal:

ToquantifythedriversofB2Badperformance

amongBusinessDecisionMakers.

2

TheB2B

Renaissance

BeyondFunctionality

toEmotionalConnection

There'sagrowingacknowledgmentthatestablishingemotionalconnectionswithclientsandstakeholdersiscrucial.

ElevatedEmphasisonStorytelling

B2Bbrandsaremovingbeyondthepurelyfunctionalaspectsoftheir

productsorservices.

3

We

RanSome

Experiments

Weconductedcontrolledtestingof67Sponsored

ContentAdsintheLinkedInnewsfeedtomeasuretheireffectivenessamongst

BusinessDecisionMakers.TheadformatscomprisedofSingleImageAdsandVideoAds.

Brands

67

Ads

1,773

LinkedInUsers

#ofExposures

SingleImageAds

DisplayAdsareaSponsoredContentadformatonLinkedIn.TheseadsfeatureoneimageandareseamlesslyintegratedintotheLinkedInfeedoftargetedprofessionals,accessibleonboth

desktopandmobiledevices.Theyservemultiple

purposes:generatingleads,drivingbrandawareness,andnurturingrelationships

throughoutthesalescycle.

VideoAds

VideoAdsareanotherSponsoredContentad

formatonLinkedIn,offeringadynamicwaytoengageprofessionalaudiencesatscale.TheseVideoAdsarepresentedwithintheLinkedIn

feed,providingcaptivatingvideoexperiences.VideoAdsareversatileandsupportvarious

objectivesacrossthemarketingfunnel,cateringtoallstagesofaudienceengagement.

4

Participants

Survey

Our

Method

LinkedInuserswererecruitedfroma

nationallyrepresentativeonlinesurveypanel.

Total

Participants:n=1,773Exposuresmeasured:n=3,024

Participantswere

surveyedtogettoknowthembetter,includingtheirmediahabits,role

atcompanyand

decision-making

responsibilitiesatwork.

5

AdExposure

ParticipantsweredriventocontrolledversionofLinkedIntoexploretheirfeed,whichexactly

mirroredtheplatform.Testorcontroladswererandomlyservedtotheparticipants.

Testads:

SingleImageAdsand

VideoAdsfortestbrand.

Controlads:

Publicservice

announcement.

Measurement

Afterexploringthefeedparticipantsweredriventoasurveytomeasure

traditionalbrandmetricsandcollectcreative

feedback.

Whatarethe

StrongestDriversofB2BAds?

WeusedstatisticalmodellingtoquantifythestrongestdriversofbrandingKPIs.

PurchaseConsideration

米

BrandPerceptions

kplsMEASURED

BrandFavorability

ResearchIntent

6

Creativeattributesmeasured:

Hadalotofemotionalappeal

Feltrelatable

Hadstrongstorytelling

FeaturedcharactersIconnectedwith

Hadaclearmessage

Wasmemorable

Sharedauniqueperspective

Feltrefreshing

Mademefeelsomething

Wascreative

Washumorous

WhatTheData

SaysAbout

CreativityInB2B

7

ImpactofB2BAds

AmongBusinessDecisionMakers

-Delta(absolutedifferencebetweentestandcontrolgroup)

DisplayAds bVideoAds

Weknow

bothdisplay

andvideoB2Badswork.

B2Badshavethepowertoimprove

brandopinionsanddriveconsideration.

VideoanddisplayadssignificantlyincreasebrandKPIs.

BrandFavorability

ResearchIntent

+9%↑

+12%↑

PurchaseConsideration(Product)

+8%↑

米

+9%↑

+5%↑

+8%↑

8

BusinessDecisionMakersn=2,032:DisplayAdscontroln=537,DisplayAdsexposedn=461;VideoAdscontroln=632,VideoAdsexposedn=402↑=significantdifferencebetweencontrolandtestat>=90%confidence

However,BusinessDecisionMakers

areunderwhelmedbytheB2Badstheytypicallysee.

B2Badslackhumor,emotionalappeal,characterstheycanconnectwith,andauniqueperspective.

AmongBusinessDecisionMakers

PerceptionsofTypicalB2BAds

36%

36%40%

64%64%

Humorous

EmotionalAppeal

60%

CharacterConnection

41%

59%56%

56%

UniquePerspective

44%

44%46%

StrongStorytelling

Memorable

Relatable

54%

ClearMessage45%

55%

9

BusinessDecisionMakersn=2,032

Q:HowoftendoyouseeadsforB2B(i.e.,business-specific)products/professionalservicesthat…

Noindustryverticalisimmune.

BusinessDecisionMakersdon’toftenseecreativityinB2Bads,regardlessofthevertical.

Auto

Retail

Education

Healthcare

Tech

FinancialServices

Agency

69%

67%

57%

62%

62%

59%

56%

64%

59%

54%

56%

55%

51%

58%

64%

56%

55%

53%

55%

51%

42%

60%

63%

66%

56%

54%

58%

61%

61%

55%

48%

52%

57%

50%

52%

49%

54%

54%

55%

49%

43%

49%

55%

42%

47%

49%

46%

48%

41%

52%

56%

55%

49%

53%

53%

41%

Perceptionsof

TypicalB2BAds,byVertical

AmongBusinessDecisionMakers

-%Somewhat/NotOften

HumorousCharacterconnection

UniqueperspectiveEmotionalappeal MemorableRelatable

ClearmessageStrongstorytelling

0%100%

10

BusinessDecisionMakersn=2,032

Q:HowoftendoyouseeadsforB2B(i.e.,business-specific)products/professionalservicesthat…Q:Whichindustryverticaldoyoucurrentlyworkin?(selectallthatapply)

I’d

suggestthemtoothers

40%

BusinessDecision

Makerssaymore

creativeadswoulddrivetheirinterest

&action.

Morecreativeadswouldencouragenextstepsandevenforgepersonal

connectionswiththosewhomakethepurchasedecisionsfortheircompany.

I’dfeel

acloser

connection

withthem

38%

I’dbemorelikelyto

lookintotheirotherproducts/services

49%

I’dbemorelikelybeonthelookoutforthem

46%

EffectofMore

CreativeB2BAds

AmongBusiness

DecisionMakers

I’drespectthemmore

I’dbemorelikelytotalk

-%Selected

aboutthem

43%

33%

11

BusinessDecisionMakersn=2,032

Q:Ifyouwitnessedacompanycreatingadsforbusinessproducts/professionalservicesthatfeaturedmorecreativity

intheirads(e.g.,humor,goodstorytelling),howwouldthatimpactyouropinionofthem,ifatall?(selectallthatapply)

+40%↑

PurchaseConsideration(Brand)

It’snotjustwhatdecisionmakerssay–it’showtheyrespondtoadvertising.

+34%↑

ResearchIntent

Whenadsare“creative”,theyworksignificantlyharderforB2Bbrands.

+23%↑

“IsaBrandIPrefer”

AmongBusinessDecisionMakers

-ModelledLift%(ratiobetweenoutcomeswithandwithoutadcreativity)

ImpactofPerceived

CreativityonBrandKPIs

WhenB2Badsare seenas“creative”, BusinessDecisionMakersare40%more likelytoconsiderpurchasingthebrand.

+15%↑

“IsaBrandIFeelConnectedTo”

12

BusinessDecisionMakersn=2,032

WhenB2Badsarecreative,theygetmoreengagement.

AdsthatareperceivedascreativehavehigherviewtimesandgetmorelikesamongBusinessDecisionMakers.

ImpactofPerceivedCreativity

AmongBusinessDecisionMakers-Scoresforadsperceivedas“creative”indexedtoaverageadscores

13

BusinessDecisionMakersn=2,032

+24

ABOVE

IndexedtoAvg.(100)

Time

inView

(secs)

ABOVE

+21

IndexedtoAvg.(100)

#ofLikes

WhatTo

KnowWhenPlanning

14

B2Bbrandshavemanyavenuesforcreativity.

AI99

?HavingtheabilitytouseAIasaplatformtodo

anythingthatyouwouldliketodocreatively.

?TointegrateAIwithyourcompanyandimprovetheexperience.

Good

visuals/colors

?Thevisualsstoodout

most.Theadwascolorfulandmemorable.

?Setdesignandvisualsoveralllookedeye

catching.

Partnerships

?ItwascreatedbecausethisisagoodtimeoftheyeartousetheNFLwithyourbrandtograb

attention,makeit

appealingandpromotegoodstorytelling.

Humor

?Thepromotedcontentstoodoutascreative

becauseitfeatured

humorousscenariosandhumorousstorytelling.

?[Thecontent]usedhumortoconveythemessage.

Animal

presence

?Ithinkhavinganimalsinthevideopromotion

madeitmorecompelling.

?Theuseofanimalsandnatureinsteadofpeopleinoffices.

FeedbackfromBusiness

DecisionMakersonwhy

promotedcontentstoodoutas“creative”.

Diversity

?Ithighlightedtheirdiversecustomerloyaltyina

uniqueandengagingway.

?Differentgendersand

raceallcometogether

forthesamereason...

promotesalesfromtheircompany.Greatforsmallcompanies.

15

BusinessDecisionMakersn=2,032

Q:Youmentionedthepromotedcontentwascreative.Whataboutthepromotedcontentstoodoutascreativetoyou?

AmongBusinessDecisionMakers

-ModelledLift%(ratiobetweenoutcomeswithandwithoutadcreativity)

Fordrivingshorttermobjectives,B2Bbrands

shouldfocusonmessageclarity.

Whilegoodstorytellinghasan

impactonResearchIntent,havingaclear,memorablemessageisthestrongestdriver.

DriversofResearchIntent

Thead.[ResearchIntentDrivers]

wasmemorable

34%

29%

hadaclearmessage

__wascreative

__sharedaunique

__hademotionalappeal

MessageClarity

B2Badsare29%less

effectiveiftheydon’thaveaclear

message

perspective

__feltrelatable

__feltrefreshing

__mademefeelsomething

__hadstrongstorytelling

featuredcharactersIconnectedwith

washumorous

0%20%40%

16

BusinessDecisionMakersn=2,032

Forlongertermgrowth,B2Badsshouldinclude

anemotional

componentandshareauniqueperspective.

AmongBusinessDecisionMakers

-ModelledLift%(ratiobetweenoutcomeswithandwithoutadcreativity)

Driversof“IsabrandIfeelconnectedto”

Thead________.[“IsabrandIfeelconnectedto”]

sharedauniqueperspective44%

hademotionalappeal

39%

Unique

Perspective

Sharingaunique

perspectiveisover2xmoreimportantthanbeinghumorous

__feltrefreshing

__featuredcharactersIconnectedwith

__hadstrongstorytelling

__mademefeelsomething

wasmemorable

washumorous

__feltrelatable

__wascreative

hadaclearmessage

0%20%40%

17

BusinessDecisionMakersn=2,032

B2Bbrandsshouldconsidershifting

creativefocusbasedonwhothey’retryingtoreach.

DriversofResearchIntent

AmongBusinessDecisionMakers-ModelledLift%(ratiobetweenoutcomeswithandwithoutadcreativity)

25%

20%

15%

10%

5%

0%

ORE

a

HAVEPURC

Forexistingcmostimportant

HASEDBRAND

ustomers,mes

BEFORE

sageclarityis

HAVE

Forprorefresh

NOTPURCHAS

spectivecustoing,strongstory

EDBRANDBEF

mers*,havingworksbest

RefreshingStrong

storytelling

HumorousCharacter

connection

Unique

perspective

Emotionalappeal

Felt

something

CreativeMemorableRelatableClear

message

18

BusinessDecisionMakersn=2,032:Havenotpurchasedbrandbeforen=1,294,Havepurchasedbrandbeforen=738

*prospectivecustomers:thosewhohaven’tpurchasedthebrandbefore

Celebritiesmaynotbe

theanswer.

Celebritiesdidn’thelporhurtbrandKPIs.Simplehuman

presence,however,amplifiesperformance.

“Isabrandthatknowshowtoconnectwithme”

UnaidedRecallAnyMention

ImpactofCelebrityPresence

vs.HumanPresence

AmongBusinessDecisionMakers

-ModelledLift%(ratiobetweenoutcomeswithandwithoutadcreativity)

PurchaseConsideration(Product)

BusinessDecisionMakersn=2,032

19

↑=significantdifferencebetweencontrolandtestat>=90%confidence

Adhas

celebritypresence

Adhas

human

presence

0%+10%↑

0%