We tested 15 recent QSR ads using our PreView Synthetic Testing API, which employs models trained on Realeyes database of 17mn viewers of 85k ads. Each ad is given a summary Attention Potential Score and detailed Recommendations, highlighting scenes that could be optimized to improve effectiveness.
Key Findings
Avoid Complexity to Retain Attention
Ads with fewer focal points and clear, engaging visuals perform better. For example, overly complex or busy scenes, as seen in Buffalo Wings and Taco Bell ads, detract from overall attention potential, and likely led to lower overall scores. Chick-Fil-A's recommendations to reduce complexity in Scene 1 (47) and simplify Scene 12 (37) align with the need for cognitive ease. The Chipotle ad, which scored high overall, featured one actor and one prop – a bowl of guacamole.
Establish Brand Placement Early On
Ads with early and clear branding, such as Dunkin’ (branding in Scene 2) and Chipotle (effective branding despite Scene 2's low score), tend to perform better. Conversely, ads with late branding like McDonald’s (Scene 11) and Panera should consider repositioning branding elements earlier to enhance recognition.
Early Scene Performance is Crucial
Successful ads like Dunkin’ and Chipotle show that early scenes with higher attention potential scores set a strong foundation for viewer engagement. Conversely, ads with low performing early scenes, such as Wendy’s (Scene 1) and Popeyes (Scenes 2, 3, and 4), struggle to maintain viewer interest, highlighting the importance of capturing attention from the start.
What You Need to Do
Optimize Underperforming Scenes
Addressing specific low-scoring scenes can significantly improve ad performance. For instance, improving scenes in the Pizza Hut ad (Scene 2: 35, Scene 9: 25) and KFC ad (initial scenes with an average of 1.88s duration) could elevate the ads' overall effectiveness. Consistently underperforming scenes across multiple ads indicate a need for targeted adjustments.
Use Dynamic and Engaging Visuals
Ads with dynamic elements and engaging visuals tend to capture higher attention. Recommendations to add music, enhance visual appeal, or introduce dynamic elements, as seen with Chipotle (improving Scene 2) and Arby’s (reworking Scene 2: 24), suggest that static or dull scenes fail to maintain viewer engagement.
Opt for Simplicity When Possible
It’s clear that too much information on screen can lead to cognitive overload. Ads that aim for clean and clear messaging tend to draw more attention and lead to better outcomes.
By focusing on these key areas, each of these quick service restaurant ads could have optimized their attention potential and overall effectiveness, for better viewer engagement and brand recall.
15 Ads Tested
Meet the Jingle Man - View Full Results
Brand: Dunkin'
Location: United States
Date: 2024
Skye, Guac and Chips - View Full Results
Brand: Chipotle
Location: United States
Date: 2024
50th Birthday - View Full Results
Brand: McDonald's
Location: United States
Date: 2024
Cows Paint Run - View Full Results
Brand: Chick fil A
Location: United States
Date: 2024
Flame Grilled Layers - View Full Results
Brand: Burger King
Location: United States
Date: 2024
Footlong Snacking - View Full Results
Brand: Subway
Location: United States
Date: 2024
It's a New Era for Panera - View Full Results
Brand: Panera Bread
Location: United States
Date: 2024
King's Hawaiian Brown Sugar Bacon - View Full Results
Brand: Arby's
Location: United States
Date: 2024
Sorry, Chicago - View Full Results
Brand: Pizza Hut
Location: United States
Date: 2024
New York Style - View Full Results
Brand: Domino's
Location: United States
Date: 2024
$10 Tuesdays Taste of KFC Deals - View Full Results
Brand: KFC
Location: United States
Date: 2024
Wild Winged Buffalo Walks Into a Bar - View Full Results
Brand: Buffalo Wild Wings
Location: United States
Date: 2024
Prove the "Haters" Wrong - View Full Results
Brand: Taco Bell
Location: United States
Date: 2024
My Identity - View Full Results
Brand: Popeyes Boneless Wings
Location: United States
Date: 2024
Anything is Sauceable - View Full Results
Brand: Wendy's
Location: United States
Date: 2024
Methodology
15 ads by 15 QSR brands uploaded to Synthetic API Demo with instant results on their audience Attention Potential with automated Recommendations on which key scenes could be optimized for greater effectiveness.
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Actions Simple red, amber, green thresholds for easy decisioning on whether to launch, optimize or drop a creative from the marketing mix. |
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Attention Potential A 0 to 100 score that predicts overall creative performance as well as score for each scene. |
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Heatmap Frame-by-frame predicted focus of audience attention. |
| Recommendations Overall recommendation and scene-by-scene recommendations on where to optimize audience attention |