The 5 Most Important Ogilvy Ads for Meta Advertisers
Summary
TLDRIn this insightful video, viewers are introduced to David Ogilvy's influential advertising strategies that continue to shape modern marketing. The video showcases five of Ogilvy's top ads, revealing timeless techniques such as the power of headlines, the appeal of specific details, and the effectiveness of understated surprise. It also draws parallels between Ogilvy's methods and contemporary digital marketing, emphasizing the importance of customer research, creative storytelling, and strategic positioning. This educational content is designed to inspire marketers to refine their craft, even within the dynamic landscape of social media and paid advertising.
Takeaways
- 🔍 David Ogilvy is a highly influential advertiser, known as the 'father of advertising,' and his principles are still relevant in modern digital marketing.
- 📚 Ogilvy's background as a researcher at Gallup contributed significantly to his advertising success, emphasizing the importance of deep customer research.
- 📰 The headline is the most crucial part of an ad, as it attracts the most readers. Specific details in headlines perform better than generalities.
- 📝 Long-form primary text in ads can be highly effective if the headline hooks the right audience, even in the age of short social media content.
- 👁️ The Hathaway shirt ad exemplifies the power of creative thinking and the use of unexpected elements (like an eye patch) to draw attention.
- 🕴️ The Schweppes ad showcases the effectiveness of using a high-class, well-traveled persona to appeal to consumers' desires for sophistication and luxury.
- 🎭 The Dove ad demonstrates the importance of positioning, transforming a simple soap bar into a 'beauty bar' and achieving long-term success.
- ❤️ Emotional words, like 'darling' in the Dove ad, can significantly enhance an ad's impact by eliciting strong emotional responses from the audience.
- 🏢 The Puerto Rico ad, aimed at attracting businesses, is a prime example of effective B2B advertising, using statistics and benefits to appeal to its target audience.
- 🧠 Ogilvy's principles, such as thorough testing, learning from research, and creative innovation, remain foundational for successful advertising strategies today.
Q & A
Who is David Ogilvy and why is he considered influential in advertising?
-David Ogilvy was a British advertising tycoon and the founder of one of the top ad agencies still in operation today. He is known as the 'father of advertising' and is considered influential because of his pioneering work in performance creative and his deep understanding of customer research.
What is the significance of Ogilvy's research on customers in his advertising campaigns?
-Ogilvy attributed much of his success to the research he conducted on customers while developing his campaigns. This research helped him understand consumer behavior and preferences, which in turn allowed him to create more effective and targeted advertisements.
What are the key lessons from the Rolls-Royce advertisement that Ogilvy created?
-The key lessons from the Rolls-Royce ad include the importance of a compelling headline that attracts attention and the effectiveness of specific details over generalities. Additionally, the ad demonstrates the power of understated surprise in capturing interest.
Why is the headline considered the most important part of an advertisement?
-The headline is considered the most important part of an advertisement because it is read by five times the number of people who read the body copy. A strong headline is crucial for attracting the right audience and ensuring they engage with the rest of the ad.
What is the role of long-form primary text in effective advertising?
-Long-form primary text has been found to be effective in advertising, especially for highly qualified audiences. Ogilvy's research showed that readership dropped off rapidly after 50 words, but from 50 to 500 words, the drop-off was less significant, indicating that longer text can engage and qualify the right audience.
What is the backstory of the Hathaway shirt advertisement and how did it impact the ad's success?
-The Hathaway shirt ad was created under the condition that Ogilvy would have complete creative control, and the client would never change any copy. The iconic image of the man with the eye patch was a last-minute addition that Ogilvy decided on the way to the photo shoot, which ended up becoming a key element of the ad's success.
How did the 'Man from Schweppes' advertisement leverage curiosity to engage audiences?
-The 'Man from Schweppes' ad focused on a subject that people were innately curious about, using an executive from the company to emulate a high-class, luxurious lifestyle. This approach tapped into the public's desire for travel and sophistication, making the ad highly engaging.
What is the significance of the Dove ad in terms of positioning and emotional appeal?
-The Dove ad is significant because it positioned a simple hand bar as a beauty bar for women, a master class in marketing positioning. Additionally, the use of the word 'darling' in the headline was chosen based on its high emotional response, demonstrating the importance of emotional appeal in advertising.
How did the Puerto Rico ad serve as a B2B advertisement and what was its impact?
-The Puerto Rico ad was a B2B advertisement aimed at bringing more businesses and industries to the island. It was highly effective, with Ogilvy stating it was the most effective ad he ever wrote, and it was revitalized in 2009, showing its lasting impact.
What can modern digital marketers learn from Ogilvy's advertising strategies?
-Modern digital marketers can learn the importance of compelling headlines, the power of specific details, the effectiveness of long-form text, and the value of deep customer research from Ogilvy's strategies. These principles can be applied to digital platforms like social media and paid ads to enhance performance.
Outlines
📚 Embracing Ogilvy's Wisdom in Modern Marketing
This paragraph introduces the influence of David Ogilvy, a prominent advertiser from the past, on modern digital marketing. Despite some digital marketers' initial reluctance to engage with his teachings due to perceived irrelevance, the video aims to demonstrate how Ogilvy's principles are still applicable, particularly in performance creative. The speaker plans to showcase five of Ogilvy's top ads and draw parallels with contemporary ads, emphasizing the importance of understanding these classic strategies to enhance marketing skills in the realm of paid social media. David Ogilvy's background as a British advertising tycoon and his methodical approach to advertising through customer research are highlighted, along with his belief in the value of testing and learning from it.
🎨 The Art of Headlines and Storytelling in Advertising
The second paragraph delves into specific advertising lessons from Ogilvy's work, starting with the Rolls-Royce ad, which underscores the significance of headlines in attracting readers. It discusses the effectiveness of specific details over general statements and the concept of understated surprise, which appeals to the audience's desire for intellectual stimulation. The paragraph also touches on the performance of long-form primary text in advertising, supported by Ogilvy's research indicating that readership drops off after 50 words but stabilizes between 50 to 500 words. The discussion includes modern examples of ads that use text-heavy creatives to engage and qualify potential customers, as well as the Hathaway shirt ad, which became iconic due to an unexpected element introduced during a photoshoot, illustrating the power of creative intuition in advertising.
Mindmap
Keywords
💡David Ogilvy
💡Performance Creative
💡Research
💡Headline
💡Long-form Copy
💡Pattern Interrupt
💡Positioning
💡Understated Surprise
💡Founders Ads
💡Emotional Response
Highlights
David Ogilvy is considered the most influential advertiser of the last two centuries.
Digital marketers often overlook Ogilvy's teachings due to perceived irrelevance in modern advertising.
Ogilvy's work significantly contributed to performance creative in advertising.
Ogilvy was known as the father of advertising and attributed much of his success to customer research.
Ogilvy's book 'Ogilvy on Advertising' is a valuable resource for modern marketers.
Ogilvy valued testing, learning from tests, and deep customer research.
The Rolls-Royce ad demonstrates the importance of a headline in attracting readers.
Specifics in headlines are more effective than generalities.
Long-form primary text has been top-performing in paid social media campaigns.
Readership drops off rapidly with less than 50 words but stabilizes between 50 to 500 words.
The Hathaway shirt ad's success was due to creative control and an unexpected element.
Pattern interrupt is a classic advertising technique that can make ads stand out.
The Man from Schweppes ad capitalized on the allure of a high-class, well-traveled lifestyle.
Founder ads that pull back the curtain on a brand's story are effective in 2024.
The Dove ad is a masterclass in positioning, turning a simple soap bar into a beauty product.
Ogilvy's use of the word 'darling' in the Dove ad was based on emotional response research.
The Puerto Rico ad is an example of effective B2B advertising, utilizing facts and statistics.
Headlines should position the benefit, as seen in the Dove ad.
The video encourages viewers to appreciate the timeless value of Ogilvy's advertising principles.
Transcripts
if you want to sound smart in your next
marketing meeting then this video is for
you David olgy is probably the most
influential Advertiser of the last two
centuries however I often find that
digital marketers especially ones who
learn their Craft on the internet and
social media often shy away from his
teachings and his learnings because they
don't seem applicable the truth is is
that ooi probably did more for what
became performance creative than any
other marketer even if his ads don't
necessarily look like what converts
today on social media so in today's
video I'm I'm going to show you five of
oakal V's top advertisements and how
knowing these ads can ultimately make
you a better marketer even on paid
social I'm also going to show you ads
from today that use the exact same
tactics as his ads but first who was
this man who was OG so Ogie was a
British advertising Tycoon he was the
founder of one of the top ad agencies
that's still around Ogie he was known as
the father of advertising and something
that I found that was interesting
actually is he was a trained researcher
at Gallup and he attri a ton of his
success to the research he did on
customers while developing these
campaigns he wrote on Advertising
honestly I learned more from this book
about advertising un paid social than
literally any other book think about o
you know he was a real madman era type
of guy these are two of my favorite
quotes by him and I think that by
looking at these quotes you see okay
this is a man who values testing and
learning from those tests and deep
research on the customer honestly you
guys it's not it's not sexy work but do
work so the first ad that I want to show
you is this rollsroyce ad and there were
two big lessons that I learned from on
Advertising that are present in this
advertisement number one is that the
headline is the most important part he
said on average that five times the
amount of people that read the body copy
read the headline so it's imperative
that your headline sticks out and is
attracting the right types of people
another thing that I learned from this s
particularly again zooming in on that
headline are that specifics work way
better than generalities and when
looking at this headline Again David
Brer also spoke to this idea of the
understated surprise and I think that
this also tugs at the human desire for
intellect or looking like an
intellectual it is in fact a cool kind
of party trick to know this kind of fact
and I know some of you are probably
looking at this out and you're thinking
wow this is way too much text
interestingly enough long form primary
text has actually been some of the top
performing of my clients on meta for
several years now and text only ads are
on the rise as well right now in 2024 o
actually had a really interesting
insight into why a lot of text works his
research shows that readership dropped
off rapidly up to 50 words but from 50
to 500 words that that drop off wasn't
as significant so if you're able to hook
the right type of people with that
headline and they start actually reading
the longbody text those people that end
up reading the entirety of it are highly
qualified now there are several ads here
that I have that are inspired by this
idea of the understated surprise or of a
great headline Within we also have those
ad creatives that are leaning into that
idea of a lot more text and a lot more
data for the right Prospect to digest
and then become qualified next up we
have the Hathaway shirt and there's
actually a really interesting backstory
on this C halfway shirts couldn't
actually afford ogal V's services but
they agreed that they would give him
complete creative control they would
never fire him and they would never
change any copy and what's particularly
interesting about this ad creative is
the man with the eye patch almost didn't
even happen but ovie just had this idea
this gut instinct on the way to the
photo shoot to pick up a 50c ey patch
and at the photo shoot he asked the
photographer hey just humor me shoot a
few of these and from a few clicks that
the photographer took at that shoot
that's what ended up becoming this sad
creative this is classic pattern
interrupt this would have been a
completely normal ad campaign except for
this one thing that Drew a lot of
intrigue about the man about pathaway
man I think this type of creativity is
ripe for ugc creators to stand out and
do that one extra thing with Flare add
something different a surprise I think
this obvy ad is a great example of that
the third ad the man from schwep is here
similar to the Hathaway ad this creative
focuses on a subject that people are
innately curious about in this instance
Ogie actually used an executive from
scheps he emulated this high class new
and exciting lifestyle and this is also
around the time where people were
starting to travel more travel on planes
and he was this man from England and it
kind of gave off this air of like you
become a little bit more like this high
class luxurious man who is well traveled
if you have the strink now I think that
this ad creative is super similar to
Founders ads and why they work pulling
back the curtain especially in 2024 is
super important for Brands to survive
I've seen this several times where the
founder account on Tik Tok will perform
way better than the brand account and
that's because people want to know
people they don't really care about the
brand they want the behind the-scenes
story Zach shuck actually has this top
performing ad creative of him just
walking around in his Warehouse that was
a top performer for him recently the
truth is is that this idea of the
founders ad and pulling back the curtain
it's nothing new number four is this
Infamous Dove ad there are three big
things I think every Advertiser should
know about this ad number one it's a
master class in positioning they could
have just sold a handbar of but instead
they positioned it as a beauty bar for
women and this is something that I often
encourage the brands that I work with
how could we potentially alter the
positioning of the brand to really hit
home in a market like hinge which is the
app to be deleted liquid death which by
the way is just water and then there's
also things like dude wipes or get dirty
all of these brands have done a really
good job at positioning themselves in
aligning with a certain market so that
they were able to succeed the second
thing that I think is really interesting
is that this was actually an industry
that ogul V did not like working in and
even though he says it's really
excruciating to write an ad for a market
that he's not interested in he was
particularly not interested in Beauty
and lipstick and face powders and I
consider this beauty for sure cuz it's
now a beauty bar I do think that it's
really interesting that he was still
able to make something that was wildly
successful and began a more than 65e
partnership in fact 20 years ago when
they did the real Beauty campaign and
used real people in their ad Ms that was
o v's advertising agency that did that
now the third thing about this ad that I
think is important to know is
particularly one word that is in the
headline the use of the word darling as
a part of the research process they
actually took a group of people and
flashed words on a screen and they
measured the emotional responses to that
and they realized that darling was one
of those words that had a high emotional
response and that's why oy decided to
use it in the headline for dove and the
fifth one you guys always get on for not
doing enough B2B ads so I consider this
Puerto Rico ad a B2B ad and essentially
the task that ol had was to bring more
businesses and industries to Puerto Rico
oie actually said that this was the most
effective advertisement he's ever
written interestingly enough he spent 10
days in confinement writing this ad
which is a bit excessive and I think one
of the big lessons that I have here too
goes back to that idea of Statistics
utilize facts utilize numbers this is
also something that the Rolls-Royce ad
did right and I found that this is
actually more of a necessity in B2B this
ad C was actually so successful that OB
ended up revitalizing it in 2009 and
they did a Refresh on this campaign a
big learning here too as far as forming
headlines is your headline should
position the benefit the dove ad did
this too right but inside of all these
headlines and all these statistics they
presented a benefit for Industries to
morph to Puerto Rico and that's it if
you learned something please be sure to
give me a like And subscribe this isn't
the normal type of content I do but I
really enjoy doing it and doing the
research for it so if you like it please
be sure to let me know in the comments
so I can make more content like this and
I'll see you next week bye
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