New research from WARC and Aletheia shows that ads aligned with people’s core values achievement, purpose, tradition outperform standard campaigns by substantial margins. In a study of over 5,000 US adults, values-based ads saw preference scores jump as high as 123 points against a 100-point baseline. Performance improved by 1.8 to 2 times on average. The findings suggest that understanding what motivates consumers matters more than knowing their demographics. As one data point makes clear: adding values to targeting improved prediction accuracy by up to 193 percent for certain audience segments.
WARC research shows campaigns that embed Values-Driven Marketing unlock ad preference, likeability, relevance and performance
VDM can uplift ad preference up to 123 points vs. a 100-point average
Ads aligned with an individual’s dominant Values consistently win preference
Stronger Values drive stronger responses
Values-aligned messaging boosts ad likability and relevance
Including Values in the tar…
