In an era of digital transformation and privacy concerns, marketers in New Zealand are faced with a shifting advertising landscape. The impending demise of cookies – those small pieces of data that leave a trail of digital crumbs to track online behaviour and allow for targeted advertising – has left many wondering about the future of digital marketing. As we embrace this new normal, it’s crucial to explore the mix of advertising avenues available, and one that stands out prominently is television commercials.
TRA and ThinkTV have been studying New Zealand’s favourite television commercials since 2019. The learnings transcend television execution. All marketers can learn from what the top mass-market brands are doing to grab the attention of mainstream New Zealanders and create positive, lasting emotional connection. Brands with favourite ads on TV tend to achieve stand-out business results, evident in the media mix used by many of the Effie winners over the last few years.
All four of the 2023 Sustained Success Effie winners had TV as a major component of their media mix; ASB’s ‘Ben & Amy’, Skinny’s ‘Get the
