Research says that over 41% of advertising spending goes to waste as ad campaigns fail to deliver on their objectives and return on investment. As advertiser focus increasingly grows on reducing wastage, not just in India but across the world, attention is shifting to improving ad effectiveness.
In a masterclass on the ‘Anatomy of Effectiveness’ on Friday at the Goafest 2024 in Mumbai, global marketing insights and intelligence firm Warc noted that there are five building blocks of effectiveness. This includes investing for growth, balancing spending, planning for reach, being creative and nurturing distinctive assets for quick recognition.
Warc’s global advisory consultant Sujeet Kulkarni said that prioritising penetration, focussing on future demand, and ensuring that there is channel synergy in a fragmented media world could go a long way to improve ad effectiveness.
“If your ad campaigns can appeal to the right-side brain, which is more visual, intuitive, and creative than the left-side brain, which is more rational, it can help elicit an emotional response and drive mental availability.
This can drive greater campaign performance,” he said. Kulkarni also highlighted that there was a growing link between creativity and advertising effectiveness.
“Creativity is the most powerful weapon under a marketer’s control. Look for creative ideas that have an emotional appeal or use humour to supercharge your campaign,” he said.