Longstanding ad campaigns crucial to marketing success

22nd August 2018

Advertising and marketing success is best served when focusing on longstanding campaigns; new conclusions have been drawn that support changes

LONGSTANDING advertising campaigns are imperative as all businesses look to increase ROI and ensure of improved brand resonance, but why is this crucial?

When planning your advertising for the months and years ahead, a combination of DRTV and brand awareness is necessary, with the former often conflated as being a source of short-term sales generation.

However, given the fact that the most successful advertising campaigns remain on air for up to three years, ensuring that you simply adapt existing commercial productions is key for continuity and fostering trust with your consumer groups.

If campaigns change tack too quickly, or on longer showcase similar products or services, trust and sales will gradually be haemorrhaged away, rendering your marketing as a whole weaker.

Why are long-term advertising campaigns more successful?

70 per cent of all TV advertising productions generate profit increases in the short-term, when combined with long-term campaigns, this figure increases by 12 per cent to 82 per cent.

When compared with online display, only 40 per cent of businesses enjoy success three years after a campaign has finished, compared to the 86 per cent of those that broadcast on TV.

The difference with TV is the ability for the campaigns to resonate for longer and have greater scope to be engrained in long-term memory.

Crystale TV advert with Space City
The memorability of longstanding TV ads is supported by the mindset of consumers while watching them.

 If a campaign is associated with programming and other inbound and outbound materials that reflect the context conveyed during the ads, you will increase memorability, engagement and sales.

FMCG (fast moving consumer goods) are the most lucrative providers of profit increases and this is only boosted by advertising in the long-term.

Products of this ilk are ultimately necessities and will ultimately bought come what may, therefore ensuring that your brand has the most prolonged, emotive and consistent presence is key.

Although effectiveness is not quite as strong when it comes to other industries, increases in profitability existed across every industry where ads were displayed for longer periods of time.

How to optimise long term campaigns and what you can do to change current issues

TV has been going from strength-to-strength amid the digital revolution, with improved measurability, actionability and segmentation.

As a result, you can adjust long-term campaigns programmatically to ensure that consumers are taken on more specific journeys that are relevant to their individual circumstances, without having to deviate from your core brand message or campaign, which needs to remain the same for maximum results.

Therefore, if you do venture on TV, remaining there for the long-term will ensure you maximise your ROI and boost your profits, which will in turn boost overall GDP.

Thinkbox estimates, as a result of its work with Ebiquity and Gain Theory, that businesses could enjoy a further £450 million worth of profit through optimised longstanding advertising campaigns.

Thus, when consider an advertising approach that works both in the short and long-term, ensuring that your ads are future proof is imperative, so it would be inadvisable to include transient subjects to underscore your creative.

When looking at long-term solutions, having an advertising creative that includes too much dialogue will limit your prospects of creating something that can be easily changed to accommodate new offers, products, or services.

Conversely, not having enough, or, at least, not having the physical manifestation of a conversation will damage your effectiveness from both a brand and response perspective.

Low Cost TV advertising production for Framd which is enjoying longstanding success
Commercial production needs to embody your brand and conversation to enable longstanding consumer understanding.

 When consumers can relate to your ads, the process of neural coupling takes place and ensures they experience the emotions that are being exhibited by your actors during an ad, so having people in a longstanding advertising creative is key.

How to make ineffective sectors’ ads more effective

The industry that endures the most inconsistent of times while advertising is the financial services sector.

What is more remarkable, though, is the fact that when a company of this kind advertises for longer periods, the profitability of campaigns increase, more so than that of the retail sector, which endures the smallest overall increase in profit through long-term TV advertising campaigns.

With consistent long-term ads in the former’s sector, you can build trust, which takes time to build across all platforms, especially in the case of women.

Adverts that offer more hard hitting and changeable creatives, which often appears within an industry that can be price led, need to focus more on brand building and the emotive messaging behind the initial benefits and overall problem/solution.

Women trust ads that offer a consistent level of context and tone, therefore simply changing tack to a more consistent, helpful, humorous and showcase-driven creative will offer organic improvements to the figures that are particularly distorted with short-term advertising creatives.

Space City has been producing TV, online and radio adverts for over 25 years, being named the UK’s most cost-effective TV advertising production company in 2018.

Take advantage of the data released by Thinkbox and launch your profits to new heights with award winners.

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