Solution
Walmart Connect partnered with NielsenIQ Ad Effectiveness to leverage its deep repository of data, combined with advanced neuro research, to gain data-backed creative insights that drive ROI. Walmart Connect best-in-class display ad campaigns based on in-market performance were evaluated to measure the impact of ads on cognitive response. NielsenIQ’s global database, which includes over 10,000 ads, helped identify which creative elements resonated the most with customers.
By tapping into NielsenIQ’s data-driven insights, Walmart Connect is providing a fuller view in how to engage with their customers through appealing, relevant, and emotionally resonant display ads. The focus was on crafting high-impact visuals, leveraging color contrast, emotional messaging, and emphasizing simplicity to maximize customer engagement.
Key Insights
Data-Driven Creative Techniques
Through neuro research, Walmart learned how color, contrast, and brand association play pivotal roles in capturing consumer attention. Using high contrast, vivid colors, and a consistent brand logo across all digital ads, Walmart Connect discovered how to use automatic responses like shape and motion to help an ad stand out.
Emotional Messaging & Relevance
Emotional messaging was a key takeaway. Ads focusing on customer experiences in relatable, everyday scenarios not only created an automatic feeling of relevancy, but also tapped into evolutionarily factors that automatically drive emotion. Additionally, showcasing commitment to savings and value resonated strongly with customers.
Simplicity and Focus
Simplifying the messaging led to clearer, more impactful ads. By focusing on a single message, that directly connects to the image, facilitates easy understanding and reinforcement.
Results
By integrating NielsenIQ’s insights, Walmart Connect could support advertisers of all sizes who are developing display creative.
Following these science-backed creative best practices leads to remarkable outcomes:
- Boost brand memorability and positive association by 50%
- Drive 31% higher CTR compared to category benchmarks
Conclusion
This research with NielsenIQ enabled Walmart Connect to look deeper at what drives creative success in retail media. Establishing data-backed creative best practices continues to help advertisers with an actionable set of tools that guide decision-making. Helping brands solve their biggest marketing challenges is a shared mission between NielsenIQ and Walmart Connect. By leveraging both creativity and science, advertisers will not only capture the attention of customers and driver higher sales conversions, but also foster lasting brand connections.
Sources: 1NielsenIQ BASES Creative Neuro-research, November 2023. 2NielsenIQ BASES Creative Neuro-research, November 2023, based on subconscious brand connection scores for Walmart Connect best-in-class display ads compared to NielsenIQ’s global database of 10,000+ ads. 3Walmart first-party data FY23 & FY24 (02/01/2022 – 01/31/2023 & 02/01/2023 – 01/31/2024); Based on the average CTR of Walmart Connect best-in-class display ad campaigns compared to the median of the category CTR benchmark ranges. Best-in-class display ad campaigns selected based on adherence to creative best practices.
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