SYDNEY, Today: The Australian Communications Council has launched a “groundbreaking” report into ad effectiveness – part-authored by UK adman Peter Field, who visited Auckland recently (as guest of the NZ Comms Council) to speak about Long-Term Brand Building (scroll down for the link to the NZ video, introduced by Paul Head).
The new Aussie report – co-authored by Field (aka The Godfather of Effectiveness) and Rob Brittain – looks into advertising effectiveness in Australia, and provides the first look at the new Australian Effies Database.
Key findings of the report include:
- Broad targeting remains the most effective approach in delivering larger impacts on brand profit growth;
- Longer duration campaigns are more effective in driving business measures;
- The impact of longer duration campaigns builds cumulatively over time, therefore longer campaign evaluation periods reveal stronger campaign effects;
- Emotional campaigns are more effective at impacting long-term market share growth.
Introducing the report, Rob Brittain said: “This is the first of a series of paper developed with Peter using the new Australian Effies Database, deriving learnings from some of the most effective Australian marketing campaigns.”
“With Australia in a low economic growth climate, marketing budgets are at greater risk of being cut to meet bottom line targets,” he said.
“We are enormously grateful to Peter as he has now helped us establish our Effies Database – the first outside the UK.”
“This environment creates more pressure for marketers to prove the effectiveness of their investment and can lead to a shift in focus towards efficiency. However the answer lies in understanding effectiveness, and through this understanding, marketing investment works at its hardest, delivering the future revenue growth that businesses need.”
Peter Field said: “This report is an important addition to the evidence base about how advertising works.
“If I had to single out just one area of this research it would be the ground-breaking findings on how campaign effects evolve over time, and how this differs for short and long-term campaigns. We’ve never been able to look so precisely at this before.
“Looking forward, as an industry, we need empirical evidence of what genuinely works, more than ever. We need to be able to challenge each plausible-sounding new theory of effectiveness that comes along, and to see if they hold water before we rush in with our dollars.”
Australian Communications Council ceo Tony Hale welcomed the release of the new report, and thanked the authors for such significant work.
“We should all be enormously grateful to Peter as he has now helped us establish the Australian Effies Database, which is the first outside the UK.
“We expect over time that the Effie database will become the most valued resource in Australia when examining what is really driving marketing and advertising effectiveness.”
- Peter Field in NZ: commscouncil.nz/peter-field
- Purchase the Aussie report here
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