Animated holiday ads have turned into a tradition of sorts for brand marketers. But brands may be sacrificing audience engagement with such ads, according to new research by The Nielsen Co.
Nielsen found that live-action spots were more effective than animation. Live-action commercials scored 22 percent higher than animation-only ads in terms of "brand recall" (the percentage of TV viewers who can recall the commercial and the brand after viewing it).
Consumer packaged goods, particularly personal care products, were the least successful in using animation, per Nielsen.
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