The majority of B2B creative is “ineffective” according to new research from the LinkedIn B2B Institute and market research agency System1.
Of the 1,600 B2B ads shown to a sample of 6 million people worldwide over the past four years, 75% scored one star or less on System1’s FaceTrace emotional measurement tool.
In this context, a one-star rating means a piece of advertising is contributing zero in terms of long-term market share growth. A one-star rated ad essentially means the brand is entirely reliant on out-spending the category, rather than benefitting from the strength of the creative.
None of the 1,600 B2B ads viewed in the research attained a maximum score of five stars. Five-star ads, which score highly on emotion, fluency and intensity, have been found to help a brand grow by an average of 3% in the long term, aiding the excess share of voice and category spend.
The principles of a five-star ad, as defined by System1, are a strong story arc, characters, soundtrack, emotion and a fluent device which drives brand recognition. However, the research suggests B2B advertising is failing to deliver on many of these elements.