In 2024 the Commercial Communications Council put out a report called "Future Demand in Action" looking at Insights from the Aotearoa Effectiveness Database from 2022-2024.
MediaWorks Insights have summarised the five key takeout's from this report and will cover off each topic individually:
The Exposure Effect
How Brand and Performance Marketing are Better Together
The Broad Targeting Advantage
Why Brand Awareness Should Be a Marketers North Star
Recipes for Success for Converting Current Demand or Building Future Demand
"The Exposure Effect"
Simply put, people like what is familiar to them. One of the main biases studied in behavioural science is the “familiarity bias” or the “mere exposure effect”. This is the human tendency for people to like things and gravitate toward them merely because we’ve been exposed to them in the past.
Brands can take advantage of this bias simply by putting themselves in front of consumers, and investing in high frequency media. The more exposure an audience has to a product the more likely they are to gravitate towards it when they are at the point of purchase.
Why is this important?
One of the strengths of the MediaWorks portfolio of products is that we have the ability to drive mass reach and frequency which are both elements needed for increasing brand familiarity.
By increasing brand familiarity we help our clients become more favoured and more likely to be chosen at the point of purchase.