Australian Advertising Effectiveness Rules

Robert Brittain, a man who is all about advertising effectiveness teamed up with Peter Field, a name synonymous with effective campaigns, to analyse Australia’s Effies Database which includes 143 campaigns from the past two years.

Together the duo set out to test whether the most effective campaigns have broad target markets, the effects of longer campaigns, the impact of longer campaign evaluation periods and how emotional campaigns perform versus rational creative.

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

Emotion works over the longer term

Emotional campaigns drive larger brand effects yielding stronger impacts on metrics related to brand memory structures

Longer is more effective

Longer duration campaigns deliver stronger business effects and longer campaign evaluation periods enable larger business and brand effects to be seen

In the words of Peter Field, the report, “skewers the myth that a program of unconnected short term activities can ever replicate the value of a long term campaign.”

Download the report Download nickable charts

ThinkTV then commissioned Robert Brittain to conduct some additional analysis on the Effies entries. Separating the highly effective campaigns from the less effective campaigns, ThinkTV wanted to know whether ‘the best of the best’ did things any differently. It turns out that highly effective campaigns use TV as the lead channel 19% more often than less effective campaigns.

Check out the best of the best

Business Drivers

Why TV?New Content

How Lendi used TV to spread the message, fast

How to advertise on TV

Fact Pack: Jan to Jun 2021

Facts & Stats