The degree to which audiences can recall advertising is driven by the quality and nature of the creative, the channel selection and media environment, and congruence with surrounding content. These issues complement the more instinctively understood influence of pre-existing familiarity with the brand and repetition of the ad.
Definition
Recall and recognition are the implicit and explicit ways in which audiences bring to mind brand name, message and news (or fail to do so). It is a metric that advertisers often use to pre-test the effectiveness of ads.
Key insights
- Low clutter boosts digital ad recall
Research by media...