Nearly half of video advertisements fail to tell a story, even though narrative-driven campaigns are significantly more effective at influencing consumer behaviour, according to new research from Ipsos.
The study analysed around 15,000 video advertisements and used generative artificial intelligence to classify roughly 100 creative tactics used in advertising. The campaigns were evaluated using Ipsos’ ad-testing solution Creative|Spark, which measures the effectiveness of creative content.
The findings show that only about half of the analysed video ads attempted to tell a story, despite longstanding evidence that narrative plays a central role in shaping human behaviour and engagement.
Ipsos said storytelling has historically been a defining feature of advertising, particularly before the rise of digital platforms, when many of the industry’s most memorable campaigns relied heavily on narrative.
Storytelling drives stronger behaviour change
According to the research, advertisements that incorporate storytelling are twice as effective at changing behaviour compared with campaigns that focus primarily on product features or brand promotion.
The study found that many advertisers continue to rely on straightforward product messaging rather than narrative-driven communication, even though stories can create stronger emotional engagement with audiences.
Ipsos noted that storytelling requires more effort and resources than listing product attributes, but it delivers stronger outcomes by presenting information in a way that audiences can relate to and remember.
Stories often work by presenting characters, situations and outcomes that allow viewers to see themselves in the narrative, creating a more engaging experience than simple product claims.
Humor and surprise boost memorability
The research also found that certain storytelling techniques significantly improve advertising recall.
Advertisements that incorporate humor—particularly when combined with unexpected or illogical elements—are nearly three times more effective at being remembered than ads that do not use these creative approaches.
Such techniques can help campaigns stand out in crowded media environments, where audiences are exposed to large volumes of commercial messages across digital and traditional platforms.
Ipsos said these unexpected narrative elements capture attention and make advertisements more distinctive, which in turn strengthens memorability.
Gap between evidence and practice
Despite the proven effectiveness of storytelling, the research suggests many advertisers continue to prioritise feature-led messaging rather than narrative-based campaigns.
Ipsos said this represents a missed opportunity for brands, particularly at a time when competition for audience attention has intensified across digital channels.
