How colors affect advertising on digital networks and platforms

VidMob’s study measured each ad’s use of color against four visual attributes: vibrancy, temperature, color and contrast.

VidMob has launched a study that pinpoints the effectiveness of color in ads published on social media and digital platforms. The study looked at more than 5 million Facebook and Instagram video ads over the course of a year.

In the study, the platform measured each ad’s use of color against four visual attributes: vibrancy, temperature, text color and color contrast, and how they correlated with campaign performance.

“When we create an ad, we have to pay attention to every last detail, who is the audience we want to influence, how that user consumes the content, on what platform, time, etc. And the choice of color is an essential part of the success of the ad piece, as it will help tell the story so that the viewers can interpret the campaign with confidence,” says VidMob’s Head of Latam, Miguel Ceiro.

One of the main findings of the study was that while color temperature did not make any noticeable difference in overall 3-second view rates, a closer look at the data showed that the performance of beauty campaigns that featured ads with cooler color palettes was 60. % better: For personal care campaigns, the study found the opposite, with warmer ads leading to a 40% increase in performance compared to campaigns that used cool-toned creative.

“Another important point that was observed is that depending on where the ad is placed in Feed and Stories, color contrast can lead to a significant increase in campaign performance in the same segment. An example of this is that higher-contrast personal care ads performed 63% better in terms of campaign views compared to lower-contrast ads,” Keiro explained.

In terms of vibrancy, meaning how colorful an image is based on its brightness, saturation, and consistency, the study found that high color vibrancy increased campaign conversion rates in both categories, a 38% increase over low vibrancy.

As for text, ad copy only moderately stood out from the ad background (text color contrast), with a 40% increase in campaign engagement rates in both categories compared to campaigns using high text contrast.

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