"Earlier this year, Andrew Tindall shared remarkable data with me. He'd linked System1's creative library with the Effies database to produce the mother of all effectiveness datasets. When you have creative effectiveness inputs and business outputs for thousands of campaigns, you can draw very interesting conclusions about what delivers results. Three themes emerged from the data: advertising works best when it garners an emotional response, when it runs for years rather than months,"
"But clients and agencies lack market orientation. They forget the mismatch between how ads are made - with focus, attention to detail, over many months - and how they're consumed by audiences over a few seconds, paying little attention, and already deluged with ads from every other direction. And the divergence matters. Most studies conclude that less than half the ads audiences see can be attributed to the correct brand after the ad ends."
Branded recall, brand codes, distinctive brand assets and fluent devices are four names for the same concept. Linking System1's creative library with the Effies database created a vast effectiveness dataset that reveals three clear drivers: emotional response, long-term campaign duration, and explicit repeated branding. Many marketers overestimate inherent brand recognition because production focus differs from real-world consumption by distracted audiences. Studies find less than half of ads are correctly attributed after viewing, causing a high failure rate. Repeated branding within a spot fixes the issue; averaging seven recognizable brand references in a thirty-second ad typically raises brand recall to 100%.
Read at The Drum
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