THE POWER OF TELEVISION
The Australian company gaining an international Advertising Advantage
Approximately 103.4 million people watched the Philadelphia Eagles pull off one of the greatest victories in Superbowl history. Aside from the game being a major talking point, and Justin Timberlake’s use of a holographic Prince, it is the ad slots that tend to capture the world’s attention.
Car ads, movie ads, calls to bring back Crocodile Dundee ads, food ads, the world is treated to some of the greatest and most creative advertising conjured up by ad execs.
Outside of the US, those ads are talked about long after the memory of the game has faded.
That is the power of TV advertising.
Think about it: over 100 million people sitting in their homes or at a bar watching TV and being influenced in some way by the lure of a product or service. It’s a cool cost of around US$5 million for a 30-second Superbowl spot. The US alone is a massive market and the Superbowl a great vehicle for key messaging. But take that message global and a world of opportunity opens up.
It’s that opportunity that Australian business Advertising Advantage (ADAD) has in its sights as it sets up US operations. We’re not just talking a global sporting event, but US TV in general.
ADAD is Australia’s only full service specialist performance TV agency. We first featured them a couple of years ago in the article Through the Looking Glass, when founders Wally Muhieddine and Luke Dean spoke about why they joined forces in 2003 to create a direct response advertising business, that stood out from agency focused advertising models.
Since that article, the company has matured considerably whilst still maintaining its reason for being: that all advertising must drive a real and measurable business benefit for its clients. Underpinning this philosophy is ADAD’s Pay For Results TV campaigns.