Lotte Members Reveals April's Ads Chosen by Consumers
Ad Effectiveness and Content Evaluation Scores Combined
2nd Place 'Themisik Bibimmyeon', 3rd Place 'Kelly'
Lotte Members announced on the 22nd through the 'Consumer-Selected April Advertisement' report that the Chilseong Cider Zero 'Let's Live Without What We Don't Need' ad ranked first in consumer advertising evaluation for April. It was explained that the total score (791.1) combining advertising effectiveness and content evaluation categories was the highest.
In the advertising effectiveness measurement categories?brand trust, recommendation intention, and usage intention?the beverage (non-alcoholic) category ads exceeded the standard values. In the content evaluation, among the nine measurement items, the scores for comprehension, empathy, originality, dialogue, and trustworthiness were higher than the standard values.
Next, the Dummyshik Bibim Noodles 'Try it, it's tastier than the familiar taste' ad (779.6) and Kelly 'The Twist of Lager Kelly: Double Maturation' ad (776.1) ranked second and third, respectively.
The Dummyshik Bibim Noodles ad received high scores in the content evaluation categories of model, impact, and trustworthiness, and showed a high usage intention in advertising effectiveness. The Kelly ad also scored high in usage intention, and its content scores for trustworthiness, empathy, atmosphere, and dialogue exceeded the beer industry advertising standard values.
Ranked fourth was the Cantata Contrabass 'Shot - Richer with an Extra Shot, Contrabass Black & Shot' ad (766.1), fifth was 'Delicious Milk GT What Determines the Taste of Milk? Oxygen Removal GT Method' ad (763.9), sixth was Georgia Craft 'The Perfect Coffee for Every Moment' ad (759.9), seventh was Hanmac 'Making Korea Softer' ad (754.9), eighth was Corn Silk Tea 'V Always with You for a Healthy Daily Life' ad (741.4), followed by Coca-Cola Zero 'NewJeans’ Delicious Zero' ad (739.7), and Vita 500 Zero 'The Birth of a New Zero' ad (718.4) in consumer evaluation scores.
This ranking was conducted targeting advertisements aired on TV last month that had high mention volumes on portal sites and related news coverage. Using the AI advertising evaluation automation solution SamPick, individual advertising evaluation surveys were conducted for each ad, and the final ranking was determined by aggregating the evaluation results from a total of 500 AI-selected panelists.
SamPick is a platform that allows anyone to conduct advertising evaluation surveys 24/7, 365 days a year, targeting over 380,000 nationwide panelists of Lotte Members Lime. Lotte Members plans to regularly conduct advertising evaluation surveys on ads aired the previous month and publish SamPick reports around mid-month every month.
Kim Geun-su, head of Lotte Members Data Business Division, said, "SamPick is a self-survey system that automates the entire advertising evaluation survey process by applying AI technology to over 1.8 million accumulated data points from advertising evaluation surveys conducted over the past 10 years." He added, "Using SamPick, advertising evaluation surveys can be conducted more easily and affordably with the largest panel in Korea, and result reports can be checked within six hours of starting the survey."
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