Ipsos MORI ASI reveals top ten media lessons
It doesn't matter how much a brand spends, if the idea isn't engaging then the consumers won't react.
The study pulled together findings from thousands global commercial campaigns and analysed exactly what factors prove to be the biggest drivers in influencing consumer behaviour.
The findings of the study were pulled together by Deborah McCrudden of Ipsos MORI ASI, who shared her top ten findings with The Drum, which are published in the Indepth section.
With regards to comparing creativity with media spend Mcrudden said: “When looking at advertising and promotion spend, it’s easy to assume that, because media comprises such a high proportion of overall spend, it must be the most important factor. In fact, creative has a disproportionate influence on the success or failure of an ad campaign. Ipsos ASI’s global advertising database shows that creative quality accounts for about three-quarters of variance when explaining differences in ad recall levels.
With regards to media spend, another finding showed that most spend should be concentrated early in a campaign run as impact falls with time.
McCrudden said: “Although TV ads do have long-term brand equity-building potential, the most marked impact is in the short-term. A strong ad will achieve high levels of recall in the minds of consumers within the first burst of spend. A poor performing ad will not. It is wishful thinking to hope that an ad will “wear-in” on the flawed principle that “a bit more spend” will surely have an impact. An ad that does not achieve good recall in the first burst of spend gestures towards the fact that creatively it is simply not engaging enough – whether because of its creative style or because of how its message is couched. Better to ditch it than hope that the media spend will lift it to success.”
To read more about the research findings click here.