THE POWER OF TELE­VI­SION

The Aus­tralian com­pany gain­ing an in­ter­na­tional Ad­ver­tis­ing Ad­van­tage

Business First - - FRONT PAGE -

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.

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