THE BEST OF THE BEST....The best of the best looks at highly effective campaigns; long vs short and...

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THE BEST OF THE BEST. ThinkTV takes a look at the new Australian Effies Database

Transcript of THE BEST OF THE BEST....The best of the best looks at highly effective campaigns; long vs short and...

Page 1: THE BEST OF THE BEST....The best of the best looks at highly effective campaigns; long vs short and complex vssimple Bespoke analysis for ThinkTV looked at the best of the best by

THE BESTOF THE BEST.

ThinkTV takes a look at the new Australian Effies Database

Page 2: THE BEST OF THE BEST....The best of the best looks at highly effective campaigns; long vs short and complex vssimple Bespoke analysis for ThinkTV looked at the best of the best by

Background

2018 & 2019Australian Effie Award submissions 143 campaigns HIGH quality data

The Effies is the pre-eminent

awards program for advertising

Primarily established to recognise advertising

effectiveness

Binet and Field’s analysis of the IPA database in the UK

pioneered our understanding of

advertising effectiveness

Peter Field and Robert Brittain were

commissioned to assess Australian

Effie Award entries in a similar manner to Field’s work with

Binet in the UK.

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The measures used

BUSINESS EFFECTSShort Term Sales Long Term Share New Customers

Brand Profit

BRAND EFFECTSShort Term Performance

Long Term Memory Structures

• Mental Availability

• Distribution ofAssets

• Product Knowledge

AVERAGE NUMBER OF VERY LARGE EFFECTS

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Australian Advertising Effectiveness Rules

The insights from the IPA databank in the UK hold true in the Australian market.

01.Broad targets

are more effective.

02.Emotion drives

longer term effects.

03.Longer is more

effective – for both duration and evaluation.

Longevity is the most important thing.

It is much more effectiveto run longer duration

of short campaigns.04. campaigns than a series

Source: Australian Advertising Effectiveness Rules. Rob Brittain & Peter Field, The Communications Council, 2019

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1. Targeting - broad is best

A broad target is more effective in driving both business and brand effects

…. delivering more new customers and stronger brand profit growth

Narrow Target Broad Target

0

1

2

3

4

Business effects Brand effects

3.2

1.5

2.8

1

AV

G #

OF

VE

RY

LA

RG

EE

FF

EC

TS

% R

EP

OR

TIN

G V

ER

Y L

AR

GE

EF

FE

CT

S

0

12.5

25

37.5

50

Short term sale Long term share growth New customers Brand profit growth

2929

38

94

17 17

43

Source: Australian Advertising Effectiveness Rules. Rob Brittain & Peter Field, The Communications Council, 2019

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Emotional campaigns drive larger brand effects

…yielding stronger impacts on metrics related to brand memory structures

Rational Emotional

0

0.8

1.6

2.4

3.2

Business measures Brand measures

3.1

2.4

1.6 1.6

AV

G #

OF

VE

RY

LA

RG

EE

FF

EC

TS

% R

EP

OR

TIN

G V

ER

Y L

AR

GE

EF

FE

CT

S

0

12.5

25

37.5

50

33

11

41

1815

17

39

27

10

27

2. Emotion works over the longer term, building brand memory structures

Prompting website visits/earned viewing

of content

Getting the brand talked about/

encouraging sharing of the campaign

Building mental availability

Building product knowledge

Creating a distinctive image/set of associations

Source: Australian Advertising Effectiveness Rules. Rob Brittain & Peter Field, The Communications Council, 2019

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Longer duration campaigns deliver stronger business effects

Longer campaign evaluation periods enable larger business and brand effects to be seen

Shorter evaluation period

Longer evaluation period

AV

G #

OF

VE

RY

LA

RG

EE

FF

EC

TS

3. Longer is more effective for both duration and evaluation

Shorter duration

0

0.8

1.6

2.4

3.2

Business effectsLonger duration

Brand effects

3.1

2

2.9

1.5

AV

G #

OF

VE

RY

LA

RG

EE

FF

EC

TS

0

0.85

1.7

2.55

3.4

Business effects Brand effects

3.3

2

2.7

1.3

Source: Australian Advertising Effectiveness Rules. Rob Brittain & Peter Field, The Communications Council, 2019

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4. Brand building and sales activation work over different time scales

AV

G #

OF

VE

RY

LA

RG

EE

FF

EC

TS

0

0.7

1.4

2.1

2.8

Sales Activation Campaigns

Up to 2 Months

Brand Building Campaigns

Beyond6 Months

Campaign Type2.7

1.3 1.41.5

Source: Australian Advertising Effectiveness Rules. Rob Brittain & Peter Field, The Communications Council, 2019

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So no surprise then that the use of TV/video is critical to campaign effectiveness

Use

of

Vid

eo

Campaign Effectiveness

The most effective

campaigns increase their investment in

video

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The most effective Campaigns use TV as a lead channel

The biggest differentiator between less effective and highly effective campaigns was that highly effective campaigns were far more likely to use TV as the lead channel

60% of highly effective campaigns used TV as the lead channel

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So why is TV the most effective media channel?

THE MOST EFFECTIVE CAMPAIGNS USE TV AS THE LEAD CHANNEL BECAUSE

Nothing beats the mass reach of TV

TV builds emotion in story-telling

TV keeps working for longer after the

ad has aired

TV advertising builds brand equity

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The best of the best looks at highly effective campaigns; long vs short and complex vs simple

Bespoke analysis for ThinkTV looked at the best of the best by separating Effie Award winners into either higher or lower effectiveness. And then we pulled apart the level of complexity of short and long duration campaigns.

SHORTcampaign duration

(up to 8 weeks)

LONGERcampaign duration (4 months or more)

SIMPLE(1-3 campaign

strands)

COMPLEX(4+ campaign

strands)

SIMPLE(1-3 campaign

strands)

COMPLEX(4+ campaign

strands)

In this analysis “campaign strands” refers to different tactical elements of the marketing mix such as CRM,

trade promotion and media channels. Simple campaigns had

one to three strands while complex campaigns had four or more

strands.

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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Highly effective campaigns have more business objectivesWhether simple or complex, highly effective campaigns have more business objectives than low effectiveness campaigns

Avg # of business objectives

High effectiveness Low effectiveness

4.7 3.7

5.9 4.7

SIMPLE(1-3 campaign

strands)

COMPLEX(4+ campaign

strands)

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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Highly effective campaigns spend moreHighly effective campaigns spend more at an absolute level, but a similar amount at a weekly level

Avg media spend ($m)

High effectiveness Low effectiveness

$3.0m $2.6m

$4.9m $2.3m

SIMPLE(1-3 campaign

strands)

COMPLEX(4+ campaign

strands)

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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Highly effective campaigns are longer with more touchpointsThe additional spend of highly effective campaigns goes into longer campaign duration and a broader media mix

Avg campaign duration (weeks) Avg # media channels

High effectiveness Low effectiveness High effectiveness Low effectiveness

25 19 6.4 4.8

39 17 7.2 6.7

SIMPLE(1-3 campaign

strands)

COMPLEX(4+ campaign

strands)

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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Highly effective campaigns use TV as the lead 19% more

-7%

-2%-1%

0% 0% 0%2%

3%

10%

13% 13% 13%14%

Difference in channel usage between high and lower effectiveness campaigns

19%

16%

HIGHLY EFFECTIVE CAMPAIGNS USE TV 19% MORE THAN LOW EFFECTIVE CAMPAIGNS

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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Highly effective campaigns that are simple use TV as the lead channel 9% more

-7%-5%-5%

-2%

1%2%2%3%

12%12%

Simple: Difference in channel usage between high and lower effectiveness campaigns15% 15%

14%

9%HIGHLY EFFECTIVE SIMPLE CAMPAIGNS USE TV AS LEAD 9% MORE

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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Highly effective campaigns that are complex use TV as the lead channel 30% more

HIGHLY EFFECTIVE COMPLEX CAMPAIGNS USE TV AS THE LEAD 30% MORE

-2%

-6%

-9%

-16%

1%2%4%

10%

14%14%

Complex: Difference in channel usage between high and lower effectiveness campaigns30% 30%

25%

21%

Source: Does Campaign Complexity Help or Hinder Advertising Effectiveness. Rob Brittain, Robert Brittain Consulting, 2019. Commissioned by ThinkTV.

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THE

OF THE BEST.

Highly effective campaigns have more objectives

Highly effective campaigns are longer with more touchpoints and higher spend

60% of highly effective campaigns used TV as the lead channel

Highly effective campaigns used TV as the lead channel 19% more

• Amongst simple campaigns, TV was used 9%more for highly effective campaigns.

• Amongst the complex campaigns, TV wasused 30% more for highly effective campaigns.

BEST