Welcome to our new monthly series, exclusive to StreamTV Insiders courtesy of iSpot, where we look at which brands and new TV ad creatives on streaming hit the mark with consumers each month to secure a place in the Top 10 ranking based on likeability.
And be sure to check out earlier monthly rankings of the Top Streaming TV ads.
So which new brand ads and messaging did streaming viewers like most in August?
New ads for desserts and snacks caught CTV audiences’ eyes in August, as four of the 10 most likeable new streaming ads last month revolved around sweet or snack foods – from both CPG and QSR advertisers.
Standing apart from the pack, Domino’s delivered the most-liked new streaming ad last month with a spot focused on s'mores lava cake flights, which scored 18.8% above the norm for likeability, according to iSpot. See that ad below:
1. Domino's - Cake Flight
Check out the following chart for iSpot’s full Top 10 ranking, with ad likeability score and positive purchase intent – and read on below for more and to watch videos of August’s most likeable connected TV ads.
While none of the same brands from July’s Top 10 reappeared for August’s most-likeable streaming ads, spots featuring food from QSR, casual dining and CPG advertisers continued to show up in force – accounting for the top seven ads in the ranking.
Snack brands hitting the mark with CTV viewers in August include third-place Goldfish with an ad that scored 16.7% above the likeability norm and Pillsbury’s ad in fourth place promoting more biscuit layers, which scored 16.2% above the norm.
View those ads below:
3. Goldfish - Photoshoot
4. Pillsbury - So Many Layers
QSR brand streaming spots, meanwhile were fueled by new menu items and deals, playing on increased consumer wallet pressure to emphasize cost savings where possible.
That includes Chick-fil-A, which came in just behind Domino’s with August’s second most-liked new streaming ad, scoring 17% above the norm. Also in the ranking is a spot from Wendy’s at No. 5, touting a full pub experience; Panera at No. 6 promoting colorful and refreshing new beverages; and Denny’s at No. 7 with an ad that zeros in on deals.
Watch those spots below:
2. Chick-fil-A - The Cozy Combination
5. Wendy's - Full Pub Experience
6. Panera Bread - Sip Better
7. Denny's - The Booth
But August’s most-liked new streaming ads weren’t just about foods and sweet treats, as non-food brands including Aleve, Discover and Kohl’s rounded out the month’s Top 10.
And while celebrities were absent from July’s top ads, they helped two brands hit the mark with viewers, including Discover’s ad with Jason Statham (which had a likeability score 9.7% above the norm) and Kohl’s spot with Ellie Kemper (with likeability scoring 9.4% above the norm).
Check out those three spots below:
8. Aleve - Knees
9. Discover - The Tunnel
10. Kohl's - Active Fam