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Brandweek reports that the Advertising Research Foundation has just completed a three year study on the effectiveness of TV advertisements in the USA and found that storytelling was the top factor for a successful commercial.

The report contends that in many ways, advertising is stuck in the past. The 20th century was dominated by a one-way transactional focus where ads were pushed at consumers. Today, consumers interact with ads to "co-create" meaning that is powered by emotion and rich narrative. "Advertising has been standing on the sidelines, stuck on the language of positioning," said Randall Ringer, managing director and co-founder, Verse Group, New York. "Telling a story about the brand is more engaging, memorable and compelling than telling a bunch of facts. What worked 30 years ago with a 30-second spot doesn't work today."

[thanks to Dan Heath for the link]

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