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2%0%
2%
4%
6%
8%
10%
12%
4% 6% 8% 10% 12% 14%
Historically share of voice has driven share of market
SOV > SOM:Brands tend to grow
SOV < SOM:Brands tend to shrink
Share of Voice
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 07)
Share of Market
0
2
4
6
8
10
12
0 20 40 60 80 100%
The 60:40 split delivers maximum e�ectiveness
Activation share of budget
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 38)
Number of very large
e�ects
0.6
1.7
Business e�ects
Existing customers
For campaignstargeting:
New customers
Whole market
Total e�ects
1.82.4
5.4
6.7
The broader the reach, the broader the e�ectsAverage number of very large e�ects reported
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 18)
Annualised ESOVEFFICIENCY
Target whole market
Total new customers
Target existingcustomers
The broader the reach, the greater the e�ciency
0.20.3
2.6
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 21)
Loyalty only Penetration only Both0%
Penetration is the main driver of very large business e�ects
5%
10%
15%
20%
25%
7%
22%
7%
% cases
Very large e�ect observed on:
Source: Les Binet and Peter Field, Eff Week 2016, ‘Marketing in the Digital Age’, IPA
Long-term prospects
Immediate prospects
Broad but slower e�ects, big paybacks
Narrower but earlier e�ects, smaller paybacks
Existing customers
Short term
Long term
Sales Activation
Brand Building
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 22)
A long-term outward focus brings broader and bigger e�ects
Brand-building and sales activation work over di�erent timescales
Sales activation / Short-term sales uplifts
Time
Brand-building / Long-term sales growth
Sales uplift over base
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 02)
Short term e�ects dominate - 6 months
Sales activationShort-term sales uplifts
Brand buildingLong-term sales growth
1.125%
35%
45%
55%
65%
75%
85%
1.3 1.5 1.7 1.9 2.1 2.3
The trade-o� between brand and activation e�ects across channels
% Reporting very large activation
e�ects
Average number of very large brand e�ects reported
Inserts
SMS
OnlineNon-video
DM TV DOH
Cinema
Online videoRadio
MagazinesPR
SponsorshipPromos
DRTV
Paid search
Social media
Regional newspapersEmail
National newspapers
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 27)
The di�erences between brand building and sales activation
Brand Building Sales Activation
Creates mental brand equity Exploits mental brand equity
In�uences future sales Generates sales now
Broad reach Tightly targeted
Long term Short term
Emotional priming Persuasive messagesNumber of very large
business e�ects
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 01)
% reporting very large improvements in each metric
55%
47%
35%
21%
32%
Sales Market share
Pricesensitivity
Loyalty Penetration
Fame
For campaignsthat are:
Other
Pro�t
29%
14%9%
34%28%
8%3%
% cases short term
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 60)
Fame-driving campaigns out-perform others on all business metrics
Creatively awarded campaigns are 11 times as e�cientat driving Share of Market growth
-40
-20
0
40
60%
%ESOV
SOM Growth
Creatively-awardedNot creatively-awarded
0 0 0 20 40 60 80 100
20
Source: Les Binet and Peter Field, The Link Between Creativity and Effectiveness, Thinkbox/IPA, (Figure 06)
Comparison of the e�ciency of creatively-awarded and non-awarded campaigns
0.50
0.00
1.00
1.50
2.00
2.50
3.00
3.50
SOVEFFICIENCY
Not creatively awarded
Less Creativelyawarded (1-3)
Highly creativelyawarded (4+)
Very highly creatively awarded campaignsare the most e�cient of all (1996-2014)
Source: Les Binet and Peter Field, Selling Creativity Short, IPA, (Figure 44)
0%
5%
10%
15%
25%
35%
45%
40%
30%
20%
% increase in ang. no. VL
business e�ects from
adding TV
2008-20161998-20061980-1996
TV has become more e�ective, 1980-2016
12%
27%
40%
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 36)
Short-termism boosts ROMI but not profit growth
0%
100%
200%
300%
500%
600%
400%
0%
5%
10%
15%
25%
30%
20%
Ave ROMI Very large pro�tgrowth
Long-termShort-term
Very large pro�t growth Ave. ROMI
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 62)
13%
27%
1-2 yearsCampaign duration
Rational
For campaignstargeting:
Combined
Emotional
3+ years
21% 23% 23%
43%
The longer the time frame the more emotions drive profit
% reporting very large profit growth
% reportingvery largepro�tgrowth
EmotionalCombinedRational
Communications model
Emotional campaigns are more profitable
16%
25%
29%
% reporting very large e�ects on business metrics
46%
55%
28%
Sales Market share
Pricesensitivity
Loyalty New Customers
Rational
For campaignsthat are:
Emotional
31%
5%11%
27% 27%
2%5%
Emotional campaigns yield stronger long-term business e�ects
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figures 44, 53, 54)
Emotional campaigns are more e�ective on almost all business metrics especially long-term
20060%
5%
10%
15%
25%
20%
30%
2008 2010 2012 2014 2016
Short-termism has been rising
% cases short term
10 years ending
20060.0
0.2
0.4
0.6
1.0
0.8
1.2
2008 2010 2012 2014 2016
Even long-term cases have lost e�ciency
SOV e�ciency (cases > 6m)
10 years ending
20061.2
1.3
1.4
1.5
1.7
1.6
1.9
1.8
2.0
2008 2010 2012 2014 2016
Campaign e�ectiveness has fallen
Number of very large
business e�ects
10 years ending
20060%
2%
4%
6%
10%
8%
14%
12%
16%
2008 2010 2012
ESOV long cases
2014 2016
Budgets (ESOV) have been falling across the board
10 years ending
ESOV all
Some emerging and destructive trends in e�ectiveness
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figures 47, 51, 65, 68)
