As for what they learned, here’s how Google summarized the findings:
1. Immersive, multi-sensory experiences drive better recall than single sensory experiences.
Implications: Food ads should stimulate the full range of senses and use the full potential of audio, visual and text cues to do so.
2. Separating visual input from text (voice and supers) increases both recall and favorability.
Implications: Brands making short-form ads should consider separating visual clips from audio/supers for maximum impact.
3. Explicit instruction to imagine increases both recall and favorability.
Implications: Brands should use instruction to drive impact until they can prove more effective options.
4. We want edge-to-edge food in our food ads.
Implications: Food ads should include super close shots of the food to drive favorability and recall.
5. Bite and smile is not the only way to show a pleasurable food experience.
Implications: A range of human/food approaches are equally valid. Brands should feel there is freedom in how they present their food being enjoyed, not constrained by bite-and-smile.
6. Younger audiences responded better to first-person perspectives (POV) than older audiences did.