Not all video is created equal

By using a TV-first approach, campaigns deliver stronger short-term sales, better long-term market share gains and faster customer acquisition.

In his latest deep dive on the Australian Effie’s database that analyses Australia’s most effective campaigns, Robert Brittain investigates how different video platform combinations impact effectiveness and whether there is a tipping point for TV investment to step change effectiveness.

In short, campaigns with TV at the heart deliver better short and long-term benefits for brands and are also better at acquiring new customers.

The report explores how social video performs on its own or when combined with TV investment and how the inclusion of these channel combinations impacts measurable results.