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The power of emotion – Creative TV ads that drive profitability

Shaun Austin Head of Media 13/04/2021

Every major study in advertising effectiveness shows that TV plays a key role in maximising effectiveness for brands providing high ROI.

And what drives that profitability? Creative execution.

In fact, creative execution is the biggest factor driving advertising profitability that marketers can influence. Meaning that optimising your creative can potentially multiply your brand’s profits. It is critical therefore to achieve the best possible execution of your TV campaign… but that’s ok because there’s lots you can do to optimise the creative!

  • Firstly, you can buy good creative to gain competitive advantage – no point in starting on the back foot!
  • Secondly, you can – and should – test executions and optimise them in order to maximise their effectiveness, using the latest techniques which we will illustrate in this paper.

Download our guide to ensuring your ads impact your bottom line.

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Campaign evaluation | Communication Effectiveness & Optimisation | Consumer Brands | Content testing | Creative development & testing | Digital Ad Performance (DAP) | Media | Media Strategy | Sponsorship evaluation

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