Australian Advertising Effectiveness Rules: To ESOV and Beyond

Peter Field: This report gives marketers the ammunition they need in Boardroom conversations when it comes to the relationship between brands, media and business growth

Godfather of Effectiveness, Peter Field, outlines why the latest report from Advertising Council Australia is an invaluable playbook, providing ammunition to build your case for advertising investment.

Robert Brittain: Become the brand of choice in customers’ minds

How do you build mental availability?

There is a clear relationship between mental availability and business effects and, as Robert explains, mental availability is critical for brand growth. Budget, media channel selection and creative strength are the driving forces of mental availability.

Karen Nelson-Field: Pay attention to attention to increase the impact of ESOV

Why you should change Share of Voice (SOV) to Share of Attention (SOA).

Here, Karen takes a deeper look at the growing threats to the share of voice methodology and warns if brands are overspending on low attention media platforms and underspending on high attention platforms, while competitors are doing the opposite, this may result in less SOV (attention).

The report examines the importance of building mental availability, the relationship between extra share of voice (ESOV) and key business metrics, and how advertisers should be setting their budgets to grow.