1. Which work best – text or images?

2. Key findings: Which works best – text or images?
RAMetrics data shows that image-led ads have higher impact than text-based ads and outperform ads that are mostly copy on the majority of emotional and activation measures, but differences are mainly small
Ads that contain both visual(s) and copy tend to achieve a more balanced performance
Contrary to expectation, ads that are mainly text are less effective at delivering new information. Ads with more visual content feel fresher and more interesting and make people react more emotionally
However, as always, the data also shows that creativity is a key contributor to ad performance
The highest – and lowest scoring ads for ad recall are mostly image
The best long copy ads can compete with visually-led ads, on impact, appeal and buying measures
Back in 2014, in an article about the demise of the long copy ad, Campaign quoted veteran UK copywriter Neil French, who famously noted, "‘How many times have you been in a client meeting, and he’s announced 'People don’t read copy anymore'". This coming from a man with a newspaper poking out of his briefcase. And if you point this out, he says, "Well, I do, of course. But the public doesn’t."’
It is often said that we are becoming a more visually biased society. Content with strong visuals is most likely to be shared on social media: Facebook posts with images see 2.3 times more engagement than those without images. (Buzzsumo, 2015). Behavioural scientists have shown that when we're making a snap judgement about a fact, the mere presence of an accompanying photograph makes us more likely to think it's true, even when the photo doesn't provide any evidence one way or the other (Newman EJ, Garry M, Bernstein DM, Kantner J, and Lindsay DS 2012). Ads with a strong visual idea are far more likely to be lauded at Cannes and similar awards events than a long copy ad – or perhaps there just aren’t many ads with copy entered? Yet eye-tracking technology also shows that a powerful headline or piece of copy can attract as much, if not more attention than a powerful image.
Are long copy ads dead – or just the art of creating them? We know that there is a huge amount of misunderstanding about readership of print newspapers. Yes, it has declined as more people than ever before are reading newsbrands digitally. Yet the numbers reading print are still very substantial. The latest NRS data shows that 14.3 million people still read a print national newspaper daily (27% of the adult population), just over 26 million (50%) read weekly and 32.6 million (62%) read every month. Perhaps these readers are also able to appreciate a long copy ad?
Using the RAMetrics database, we investigated which measures were most responsive to three different types of print ad: ads that are mainly image(s); ads that are mostly text; and ads that are balanced between image and text.
Firstly, it is clear that image-based ads score higher for ad recall: on average, 61% of readers recall seeing ads that are mostly visual compared with 56% of readers noticing ads that are predominantly text. However, the highest average impact score (65%) are for ads that balance text and image.
Overall, ads that are primarily visual outscore ads that are text based, but most differences are small. The biggest differences are around new information, design appeal and emotional reaction:
Contrary to expectation, ads that are mainly text are less effective at delivering new information We might expect readers to garner more information from text heavy ads, but 32% of readers score image-based ads highly for new information, compared with 25% for ads that are mostly text
Visual ads are deemed more interesting and feel fresher Ads that are mainly text score less well for being highly interesting (24%) than those that mostly contain images (27%) or have both images and text (28%). Visually strong ads are also more likely to be highly commended for their fresh design approach (31%) than text ads (25%)
Images drive a more emotional reaction Just 8% readers say they react emotionally to ads that are mostly text, compared with 15% for ads that are mostly image and 18% for those that have both image and text
Image + text is best for activation Ads that contain both visual(s) and copy tend to achieve a more balanced performance and are stronger at driving actions
Does that mean that it is all over for the long copy ad? We believe not. It’s not really the amount of text and image that matters, it’s the strength of the creative. (The category of advertiser will also have a bearing. Among the text based ads in the RAMetrics database are several for a Funeral Directors. We can hazard a guess that it’s not very easy to seduce the reader on this subject!).
Image based ads are both the best recalled (100%) and the worst remembered (10%). The best copy rich ads can easily compete with image-led executions – but it is probably also true that there is a greater level of craft skill required for a good long copy ad than there is for an ad that relies on a striking visual.
One thing that we can be certain of is that there will be an increased need for storytelling in the future. This might be done entirely through visual means, pictures and video, with maybe a bit of text to show the way. It would be a brave advertiser who turned their back on the power of the written word, however. People are reading more books, they are reading more newsbrands across all platforms, they are reading more words than ever online. There should still be a role for beautifully crafted, engaging copy.
Source: RAMetrics. Countries: England/Scotland. Left – 30 ads from 20/09/2016 to 03/04/2017, Right – 31 ads from 03/11/2016 to 03/04/2017. Score base: read the newspaper.

3. Image & text vs mostly image vs mostly text - Ad recall
Image and text
Mostly image
Mostly text
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Image & text – 30 ads from 27/12/2016 to 03/04/2017, mostly image – 30 ads from 29/11/2015 to 03/04/2017, mostly text – 31 ads from 17/03/2015 to 03/04/2017. Score base: read the newspaper.

4. Image + text vs mostly image vs mostly text - ad comparison
brand measures
attention +
recognition
engagement
action
Image and text
Mostly image
Mostly text
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional Reaction: Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Image & text – 30 ads from 27/12/2016 to 03/04/2017, mostly image – 30 ads from 29/11/2015 to 03/04/2017, mostly text – 31 ads from 17/03/2015 to 03/04/2017. Score base: read the newspaper.

5. Image & text vs mostly image vs mostly text - Ad recall
Highest scoring ad
Lowest scoring ad
Ad recall: Do you recall seeing the ad? % saying yes
Image and text
Mostly image
Mostly text
Source: RAMetrics. Countries: England/Scotland. Image & text – 30 ads from 27/12/2016 to 03/04/2017, mostly image – 30 ads from 29/11/2015 to 03/04/2017, mostly text – 31 ads from 17/03/2015 to 03/04/2017. Score base: read the newspaper.