A study of Father’s Day advertising preferences by Taboola shows UK consumers are unconsciously drawn to nostalgic black and white images.
Father’s Day is primetime for brand marketers and performance advertisers to capture consumer attention; in fact, UK consumers spent £700 million in 2017.
Research powered by Taboola Trends in 2017found that across all verticals, black and white images receive 197% more clicks than colour pictures –indicating consumers are drawn towards images of the past to reminisce on happy memories.
Taboola Trends, a free data analysis tool recently developed by Taboola, allows marketers and performance advertisers to see which ad images and keywords are currently trending, based on 75 million clicks and 50 billion impressions.
Gift giving on Father’s Day is typically associated with technology and fashion. Taboola’s analysis of Father’s Day shopping trends has produced the following findings, which may help brands boost their UK advertising campaigns.
For marketers advertising technology products:
- Use images of tech not people in your ads – campaigns that depict people decrease click-through rate (CTR) by over half (59%)
- High trending keywords include: “device”, “cheaper”, “new” “alternatives”, “save” and “deal” – highlighting a trend for new and affordable technology
For marketers advertising male fashion products:
- Images of people wearing the products receive 85% more clicks
- High trending keywords include: “his”, “transformation”, “latest”, “new” and “look” – indicating consumers seek to buy the latest fashion items for their fathers
Adam Singolda CEO and founder said “Taboola Trends website is our version of “Google trends”, enabling marketers to learn what types of creatives can be best used for the advertiser’s vertical and types of campaigns in order to maximise ROI. Ahead of Father’s Day, marketers have access to some interesting new data and insights, which could prove critical during this shopping period. Leveraging insights and learning what works and what does not work, can provide a big advantage to marketers looking to find scale in their sector. More data and insights allows them to adjust their campaigns accordingly to reach the most relevant audiences.”