5 Principles of Advertising Effectiveness | Brighton SEO - Search Advertising Show 2022

1. 5 Principles of
Advertising
Effectiveness
Ben Wood
Hallam
@iambenwood

2. I’ve been
doing this sh*t
for too long.

6. A large part of our
job now is to train
the algorithms

8. What else do our clients want?
“We’d like you to support on our FY22
planning, and where best to invest our
advertising budgets.”
“I need to increase my market share, what
can you do to help?”
“Which other platforms do you advise
expanding onto and why?”
“How do I know which channels are best to
reach my customers?”
8

9. To provide value, we must
expand our knowledge of
how advertising works.
9

10. 10
Neutrality
Effective > Efficient
Balance
ESOV = Growth
Precision + Persuasion
Principles of
Advertising
Effectiveness

11. Neutrality
11

13. Effectiveness
13

14. You can never be too efficient
14
Ad spend Net profit ROI
Big budget £10,000,000 £1,000,000 10%
Small budget £100,000 £50,000 50%
How not to plan, Les Binet

15. 15

16. Balance
16

17. 17 The Long & the Short of It, Les Binet & Peter Fields

18. ESOV = Growth
18

19. To grow market share, invest in ESOV
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Investing in ESOV (excess share of voice) is
proven to help brands grow.
This means essentially spending enough to
outweigh your equivalent share of market vs.
your competitors.
Brands that have a higher share of voice than
their equivalent share of market tend to grow,
while those that have less SOV vs. SOM tend to
shrink.
ESOV (excess share of voice) = SOV - SOM

20. Precision &
Persuasion
20

21. Consumers don't
hate ads; they
hate bad ads.

22. What does the
future hold?

23. CONSULTING FOCUS
TECHNICAL FOCUS
Media Planning
Campaign Ideation
Market Research
Insights
Scripting
Data Integration
Budget Pacing
Reporting & Analysis

24. Thank you!
@iambenwood
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