A research “How AI-Enhanced Creatives Transform User Engagement” provided by Hybrid & Dentsu unveils groundbreaking insights into the evolving landscape of advertising formats. The research sheds light on the AI-driven Contextual advertising platform VOX which provides eye-catching In-image ads along with other native creatives. The companies explain how special effects implemented to ads creatives are reshaping audience engagement, providing marketers with critical data to craft more eye-catching, attention-grabbing campaigns. To receive the full research report, fill in the application form on the website: https://hybrid.ai/registration/?utm_source=article&utm_campaign=researchreport
The study was conducted in November, 2024 with 600 sample sizes, nationwide. An online data collection method was used among real consumers in the FMCG category, including all respondents aged 18 to 45 across all socio-economic classes. Within the research there was tested a variety of ad formats, ranging from standard in-image banners to high-impact creatives with premium WOW-effects.
The Power of Memorable Advertising
The creatives that featured in-image ads with a WOW-effect grabbed the users’ attention, making their experience more engaging and memorable. Thus, the survey participants highlight eye-catching colors and an attractive design along with a single-minded advertising message. In addition, by using high-quality, visually appealing imagery, these ads create a relatable feel which blends well even on news sites, as it offers viewers a familiar visual.
According to the respondents, the ads with premium effects caught their attention because they were “menarik dan berbeda dengan iklan lainnya” and “menampilkan informasi yang bermanfaat dan menguntungkan bagi pembeli.”
*VOX in-image creative showcasing a premium, high-impact WOW effect
Key Research Highlights
The study has revealed core findings in engagement metrics such as Enjoyment (how enjoyable the ads in audience eyes), Branding (how strong the brand linkage), and Difference (how strong the ad can differentiate the brand from others). Among all tested formats, the one with a premium WOW-effect emerged as the top performer – scoring 4.85 out of 5 in Branding, 4.77 out of 5 in Difference, and 4.76 out of 5 in Enjoyment. Respondents noted that in-image creatives with WOW-effects had made a campaign unique and captivating with an unusual presentation: “Iklan yang inovatif dan keren” , “Saya suka cara menampilkan iklan unik, berbeda dari yang lain dan membuat saya merasa terlibat”, highlighting the animation “Iklanya seperti animasi yang sangat menarik untuk dilihat”.
In comparison, standard creatives of competitors received noticeably lower scores 4.60 out of 5 points in Enjoyment, 4.58 out of 5 in Branding and 4.70 out of 5 in Difference with relevant comments: “Iklannya terlalu datar dan kurang menonjolkan produk” and “iklannya kurang menarik, tidak ada konsep yang membuat saya penasaran”
As the digital environment is becoming increasingly saturated, by harnessing creativity and innovation, brands have the opportunity to forge deeper connections with their audiences, driving not just visibility, but lasting impact. Thus, a non-standard ad with special effects isn’t just an asset – it’s a vital tool to drive engagement and build a memorable brand, keeping in mind the usage of the right message to drive consumer persuasion. Powered by AI, guided by humans approach can lead to real success.
