Supercharging the impact of a strong creative with high-attention media

Vrushali Lad

The importance of creative strength and how media platform selection can amplify or undermine it is the subject of the ‘Attention and effectiveness: To ESOV and beyond Part II’ study, which was discussed at a webinar with the authors Peter Field, Robert Brittain and Professor Karen Nelson-Field.

Is there one single factor that supercharges attention on ads and messaging? And if there is, how can brands and marketers use it wisely to ensure that advertising dollars are spent prudently even as a global recession looms?

A new study, ‘Attention and effectiveness: To ESOV and beyond Part II’, provides new analysis of the factors driving ESOV (excess share of voice) across advertising campaigns and the ability of media platform selection to amplify or undermine a campaign’s creative strength.

Advertising Council Australia partnered with ThinkTV to launch the study by Peter Field, strategic planner, Peter Field Consulting; Robert Brittain,...

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