AUCKLAND, Wednesday: Research agency TRA and insight agency ThinkTV have formed a strategic partnership to provide “best practice insights to NZ marketers about advertising effectiveness”.
ThinkTV GM Jodene Murphy said: “The collaboration will see TRA and ThinkTV regularly identify New Zealand’s favourite tvcs and provide key insights for marketers and agencies – to better understand what makes a tvc loved by audiences and effective for brands.
“At ThinkTV we’re all about helping marketers and their agencies get the best out of their advertising investment by connecting them with research and insights that demonstrate what drives campaign effectiveness and ultimately the best commercial returns.
“The critical role that TV advertising plays in generating commercial results for brands is well documented.
“But the right media choices are only part of the puzzle. There is so much data now to show that it is just as important to make great creative choices but it is much harder to quantify what makes a great creative choice.
“That’s why we wanted to work with TRA. They have such a deep understanding of market research and advertising effectiveness which means they not only can build a picture of what New Zealanders think and feel but using their Creative Edge framework they can also really get under the skin of what makes a tvc great.”
“Who doesn’t love the healthy competition that a ranking brings?”
TRA head of strategy Carl Sarney said: “We partnered with ThinkTV to continue learning about New Zealanders favourite TV ads so we could share the insights with brands and marketers.
“By looking at the themes across the favourite ads, and speaking to the marketers behind those ads, we can share key learnings about how to craft remarkable, rewarding brand stories that get remembered and ultimately translate to sales results.
“We’re sharing these insights to inspire marketers to use creative storytelling in the most effective way possible; plus who doesn’t love the healthy competition that a ranking brings?”
Results of the latest iteration of the Favourite Ads Survey, conducted in April under the new partnership, have just been finalised.
A representative sample of more than 1000 Kiwis, aged 18 to 60, were asked a simple unprompted question – “What’s your favourite ad on TV at the moment?”
Participants were also asked why they liked the ad and how it made them feel.
The Favourite Ads Survey will be completed quarterly providing an annual project sample size of 4000+ Kiwis. Results of the next survey will be released in September.
ThinkTV champions the power, value and effectiveness of TV advertising to build brands and drive business results. Formed in 2018 with founding members TVNZ, Warner Bros, Discovery NZ and Sky TV, ThinkTV is dedicated to help advertisers and their agencies get the best out of today’s multi-platform TV.
TRA is an insight agency that combines understanding of human behaviour with intelligent data capability to help clients navigate uncertainty and answer complex problems
It is part of TRA Business Group, that manages client relationships through its offices in Auckland, Sydney and Melbourne. Other businesses in the group include Zavy, a social media insight and listening tool and the SME brand health platform, Tracksuit.
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