Why it matters

Marketers know that to drive brand profitability they need to take a longer view, but then they've also got a very short reporting cycle. They need the courage to stick things out and wait to reap the brand-building benefits when it comes to striking an investment balance between long and short-term campaigns.


  • A broad audience target is more effective in driving both business and brand effects, delivering new customers and stronger brand profit growth.
  • If you have a higher level of complexity in your campaign, you do need to spend more fundamentally.
  • More effective campaigns spend more on duration, but also on a broader channel mix.
  • Emotive campaigns are the biggest drivers of long-term brand metrics while rational campaigns were better at building product knowledge and prompting website visits.

Does campaign complexity help or hinder advertising effectiveness?