Our Best Ads of 2019
A look at our most impactful campaigns over the past year
Throughout 2019, Parsec continued to prove-out the value of quality creative optimized for attentive reach. Over the past two years, we saw greater industry focus and momentum toward quality and efficiency in digital advertising. Backed by Parsec research, we launched Adelaide, unveiling great insights into quality and effectiveness across all digital media.
Our time-tested, rich media format fueled gains in attentive reach this year across myriad verticals. Here are some of our standouts.
A leading food-and-beverage company wanted to raise awareness and educate consumers on a new product — and ultimately increase consideration. Parsec built a pair of high-impact units featuring video and static content, backed by Lucid surveys to measure lift.
In short, the campaign was a remarkable success, driving lift across all major brand health metrics. Lucid survey results indicated the static unit was best at driving consideration — with a whopping 53.9% improvement — and intent, while the video unit was better at driving message association.
Parsec built a trio of units promoting a major electronics company’s flagship mobile device launch. The client sought to drive product and brand awareness. Given past performance, we recommended a combination of carousel and video creatives, with Lucid and BFI surveys measuring overall campaign effectiveness.
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The best performing unit combined eye-catching animation at the top of the ad with a video in the lower half, scoring top marks in average attention time an CTR. The campaign registered positive lift for both brand awareness and familiarity, with Lucid registering over 17% relative increase in unaided brand awareness.
Though executions of high-impact animated and video units, Parsec rose to the challenge of driving recognition and perception of a tech giant as a “leader in innovation.”
Through site-level optimizations, Parsec improved performance every week of the campaign, with the most substantial jump measuring 17.16% in week 5.
We observed a marked improvement in attention and clicks with the animated unit, while the video unit saw a stunning 5.76x higher VCR than our previous campaign.
Through proven performance, Parsec partnered with a major state lottery throughout the year, demonstrating that optimizing to attention is a winning brand strategy.
We built over a dozen unique creatives, each highlighting a different game offering though use of carousels, on-scroll animations, and autoplay videos. In total, audiences spent over 22MM seconds — or 255 days — of attention.
Awareness surveys proved-out that attention equals brand lift: respondents who saw our ads were nearly 60% more likely to be aware than a control group.
We look forward to reaching new highs with our clients in 2020 and invite you to reach out to see how Parsec can impact your next campaign!
