Page 3 - Adnews Magazine May-June 2021
P. 3

                                              ThinkTV is a proud sponsor of the Australian Effie Awards and for very good reason.
Like the Effies, we’re all about advertising that shifts the dial on genuine business results.
For the past two years, we have partnered with the Advertising Council Australia to dig through the Effie award entries and find out what makes Australia’s top campaigns so effective.
The original godfathers of effectiveness, Peter Field and Les Binet, created a paradigm shift in 2016 with their analysis of UK campaign effectiveness based on the Institute of Practitioners in Advertising (IPA) databank. And so, in 2019, ThinkTV joined forces with the Advertising Council Australia to follow in Field and Binet’s footsteps.
Through analysis of Australia’s most effective campaigns, as judged by the rigorous Effie Awards entry process, one medium stands head and shoulders above all others when it comes to building effective campaigns. That medium is TV.
From 2017 to 2019, 65% of Australia’s most effective campaigns had TV at their heart.
By using a TV-first approach, campaigns delivered stronger short-term sales, better long-term market share gains, and faster customer acquisition.
What’s more, between 2018 and 2019, campaigns that included TV experienced a step-change in effectiveness. In 2019, TV-led campaigns saw a significant increase in brand profit growth.
% of campaigns stating v. large effect on brand profit growth
% of campaigns stating v. large effect on long term market share growth
        26%
+6pp
      14%
No diff
14% +3pp 2018
20%
   14%
11%
2017
All campaigns
And the gap in effectiveness between campaigns that include TV versus all campaigns is widening.
But, of course, I would say that.
Rather than have me labour the point, I asked a genuine advertising expert what he makes of these findings. Mark Green is the Chair of Advertising Council Australia, Lead Accenture Interactive ANZ Group CEO & Co-Founder of The Monkeys.
He said: “The Australian Effie’s database is a game-changer. It provides irrefutable evidence for creating advertising that makes a real impact on brands and businesses. And it confirms something I long suspected: TV is a true workhorse that powers effective campaigns of all shapes and sizes.”
I don’t know about you but I’m inclined to take Mark’s word for it.
Kim Portrate CEO, ThinkTV
2019 Campaigns with TV
           24%
+1pp
2017
All campaigns
26% +1pp
31%
+8pp
         23%
25%
2018
Campaigns with TV
23%
2019
   For the same period, TV-fuelled campaigns also saw an uptick in customer acquisition.
% of campaigns stating v. large effect on new customer acquisition
28%
+2pp
         28%
+6pp
        18% +4pp
 14%
2017 2018
All campaigns
26%
2019 Campaigns with TV
22%
   These same campaigns, with TV at their core, also saw an increase in long-term market share growth.
The trifecta of increased brand profit, customer acquisition, and long-term market share growth is hard to beat.
        











































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