Amazon's Christmas ad rated season's most effective

Amazon's Christmas advert is the one most likely to encourage consumers to make a purchase, according to new analysis.


Amazon's Christmas advertising campaign has been rated as the one most likely to encourage customers to make a purchase.

This is according to new analysis carried out by brand valuation firm Kantar Millward Brown, which rated 17 adverts from major brands to assess their effectiveness against a variety of factors, including their persuasiveness, entertainment, involvement and originality.

Amazon's offering was voted the one most likely to convert to a sale, followed by Aldi's ad featuring Kevin the Carrot, with Argos' advert coming in third place.

Despite being the most-anticipated campaign, John Lewis' Christmas advert only came in 13th place on the list, with the study authors believing that the Moz the Monster campaign wasn't as engaging as it could have been.

Speaking to Marketing Week, Jane Bloomfield, head of marketing at Kantar Millward Brown, said she believes the reason Amazon's campaign has performed so well is that is features "a single, clear benefit message that isn't hammered home, but rather woven into an engaging story".

"That seems to be the magic combination," she added.

Topics

Related content

""

Tomorrow, Today: Your guide to 2030 on-demand now

Learn more
upfronts audience

Nectar360, Bauer, Tripadvisor, Global, Meta & Spotify at IAB UK’s first Media Upfronts

Learn more
a person smiling

AI in ads: what's working?

Learn more
billboard

British Skin Foundation takes home Joy of Digital Award for ‘The Burnable Billboard'

Learn more

Fast forward to 2030 with Futurescape

An in-depth exploration of the attitudes, innovations and media shifts that will shape the years ahead and redefine how we advertise by the turn of the decade

IAB UK Chatbot

Close Chat

Hi, I'm NORI

As the IAB’s AI-powered chatbot, I’m here to help IAB members understand everything about the world of digital advertising. You must be an IAB member to ask a question. To get started, either log into your account or create one below.

Are you sure you want to clear your chat history?

No
IAB chatbot icon