Advertising Effect: Breaking the (Quant) Cast

The former is formulaic the latter demands some creativity in thinkingHaving said that it was a pleasure to attend the first part of Quantcastamp8217s Supernova event this week and to listen to Peter Field and Les Binet on measuring advertising effectFor those unfamiliar with the FieldBinet work their latest installment draws upon over 1000 case studies taken from the IPAamp8217s archives and which cover not just the UK but increasingly other markets too This they have supplemented with another few hundred cases from Australia covering the Pacific Rim They have looked at shortterm and longterm effects using a mass of dataAmong their conclusionsLongterm branding campaigns have a far greater effect on business metrics like profit than shortterm tactical activityBut the sensible marketer does both spending about 60 on brand and 40 on tacticalTV is unchallenged as the most effective longterm brand building medium followed by two other traditional media forms radio and outofhomeBut online media are great for shortterm offers and activation campaignsCreativity is crucial award winning campaigns perform inmarket far ahead of nonawardwinning campaignsKudos to Quantcast for exposing this thinking to a room full of people by far the majority of whom live in the immediate shortterm and for whom a 30day window is rather more common than the 1 amp8211 10 year windows used by Peter and LesMaybe a few of them went away prepared to reconsider what business theyamp8217re inIt was also highly pertinent to remind everyone of the importance of creativity It was fascinating and highly relevant to hear from a Pixar lead animatorConsumers we know from a wide variety of sources enjoy great advertising look at the public interest in the John Lewis Christmas campaign used as an example by Field and Binet or at the anticipation ahead of new blockbusters by Guinness or NikeOn the other hand look at the fuss around adblockers a problem very largely created by the adtech business and its application as opposed to by the wider advertising industry even if blockers of course affect us allAs I wrote once Traders 0 Ideas 1Creativity is about being different and breaking the conventionsA million years ago I used to go and see our agencyamp8217s clients with the late great Allen Thomas our Creative Director The presentation we put together was about breaking the rulesTV we would say is all about sound and color before showcasing black and white adsRadio canamp8217t be used visually followed by a thenfamous series of radio ads for a US paint brand illustrating different shades of color using musicItamp8217s a waste of money advertising industrial equipment in consumer titles before talking about the Colt Ventiliation doublepage spreads in the color supplements and so onAs Dave Trott puts it in his book One Plus One Equals Three A Masterclass in Creative Thinking amp8220The problem with formulas is they keep us locked in conventional wisdom We canamp8217t discover anything new as long as we keep to formulas We will be limited by conventional wisdomamp8221Thanks and congratulations to Quantcast The only trick they missed was not bulkbuying copies of Daveamp8217s book as a takeawayThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Advertising Effect: Breaking the (Quant) Cast

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