July 2, 2021 8:47
Advertising Council Australia (ACA) has launched a new report on Australian advertising effectiveness, diving into the importance of ensuring ‘extra share of voice’ (EOSV) for advertisers and brands.
The report, released by the ACA and created with ad executives Robert Brittain and Peter Field, as well as media science researcher Professor Karen Nelson-Field, found that brands which ensure ESOV find it drives stronger pricing effects and customer acquisition.
The findings of the report were presented at the ACA’s ‘To ESOV and Beyond’ virtual event, presented in partnership with ThinkTV.
In his introduction, Field told those who had virtually dialled-in that despite brand marketing being a strong priority before COVID, that the pandemic has created “bad habits” among advertisers.