AD TRANSFERENCE
AD TRANSFERENCE
ADS THAT TRAVEL WELL BEGIN WITH AN INSIGHT
By Daren Poole
A
frequent question I hear from senior global marketers is , “ how can I maximise ad transference ?” It ’ s a sensible question . As zero-based budgeting grows in popularity , the opportunity to save costs by producing one ad that can be used in many countries is compelling . But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI .
Benefits And Risks Of A Global Approach
In many ways , the world is getting smaller and brands are becoming more international . Advertising produced and deployed globally has the potential to be a huge cost saver for marketers .
But the odds are against the ad working effectively globally , so marketers need to know when a
‘‘ Some of the best global advertising we see has centrally defined ‘ foundations ’ with local execution . Giving the local team a framework to work within allows them to develop a brief which considers the brand ’ s status in that country . This is the biggest factor affecting whether or not an ad can cross borders successfully . It also means that local specifics around receptivity to advertising and any ‘ red flags ’ around cultural sensitivities can be addressed .’ global ad is the best option and when it would be best to take a global idea and execute locally . And often , local marketers will say they can create better copy locally , which will more than cover the incremental production cost . So who ’ s right ?
Few Ads Transfer Successfully
Only 38 % of the ads tested by Kantar Millward Brown that are strong in one country are also strong in another . And only 20 % of ads run that are strong in one country are strong in another . With evidence like that , you would be inclined to side with the local brand director and allow production of new creative .
Consistency , Consistency , Consistency
Because many brands are international and consumers are geographically mobile , giving creative control to local markets does run the risk of presenting nonunified brand associations . At worst , consumers could be confused about what a brand stands for .
64 MAL 15 / 16 ISSUE