Amazon’s ‘Moving Day’ First Ever Digital Ad to Receive Top System1 Score

The digital platform version of ‘Moving Day’, Amazon’s new advert, has scored a perfect 5.9 Stars on System1’s Test Your Ad platform – marking the first time a digital advert has received a maximum score.

System1’s Star Rating predicts long-term brand growth and is calculated by measuring emotional response to each ad, with a score of 5.0 or above considered 'exceptional'.

Along with a Star rating of 5.9, the digital Amazon advert received a Spike Rating of 1.50 and a Fast Fluency rating of 82, both of which are deemed as 'exceptional' for digital adverts. While Spike Rating indicates short-term sales potential, Fast Fluency shows the strength and speed of brand recognition within the first two seconds of the advert – something that’s particularly important for digital ads, which viewers often have the option to skip after a couple of seconds.

The average Star Rating for a digital advert in the UK is 2.8 Stars, with just 1.5% reaching a 4.0-Star Rating or higher. Digital ads also only average a low 41% brand recognition, and only 1% demonstrate exceptional short-term sales-driving ability.

The 30s television version of ‘Moving Day’ also performed well in System1’s analysis, earning a 'strong' Star Rating of 4.8, as well as a Spike Rating of 1.30 and a Fluency Rating of 91.

The success of the 15s version of ‘Moving Day’ has demonstrated the value of developing a digital platform version of a creative to run alongside a traditional TV counterpart, with each version appealing to different audience segments. In December, Very’s TikTok version of its Christmas television creative scored a 5.0 Star Rating, with the digital platform creative delivering platform-specific relevance while retaining the emotional, character-led style of the TV advert.

Andrew Tindall, SVP partnerships, System1 said, “The best digital creative starts with a strong visual hook - something that stops the scroll and demands attention. But grabbing attention is just the start. Through our partnership with TikTok, we've broken down exactly which elements keep people engaged, proving that a right-brained, human-first approach is the most effective way for brands to cut through.

Laura Downey, EU head of brand at Amazon, "We aim to create authentic, story-driven content that resonates across all platforms, and we're humbled by the latest findings from System1, particularly across emotional resonance metrics. While we've long seen the power of emotional storytelling through television, this demonstrates that digital audiences are equally moved by genuine human moments when they're crafted thoughtfully for the platform. Ultimately it shows that when we lead with heart, we can deliver both immediate engagement and long-term brand building across platforms."

“In Amazon’s case, we’re first drawn in by melodic music and breath taking coastal scenery, but it’s the simple, powerful story of a mother and son that keeps us watching. Amazon has long set the gold standard for storytelling on TV - now, they’re raising the bar in digital too.”