ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Battery Wars: Which Wins - Print or Television Advertising?

Posted by Gary Getto on Aug 14, 2015 10:14:00 AM

Two very different creative approaches. Two very different mediums. And the same creative effectiveness score for each!  See how Energizer and Duracell battle it out.  If you're interested in ad effectiveness in other media, visit our resources page, "Integrated Marketing in All Media."

How Print and TV can deliver equal advertising effectiveness.

Energizer used a highly-informative sustainability print advertisement to present the benefits of its new Energizer Eco Advanced batteries.  The beautifully-illustrated ad gives details on how Energizer is powering communities responsibly through innovation, packaging, recycling and more.  This message works well for an integrated advertising and marketing strategy since it's information-rich and would play well in public relations campaigns as well as other forms of media.

Energizer print ad with details about energy efficiency.

Duracel used an emotion-wrenching :15 second TV creative to promote the long-life of its Quantum batteries. (Click photo to play).  A soldier records a loving message into the bear and sends it off to his little daughter.  It arrives in perfect shape with plenty of battery life.  This message is short - focusing on reliability and durability, but none the less successfully.

Duracell TV spot illustrating energy durability in emotional spot.

Both ads had exceptional ad effectiveness results with scores 30% above average and even higher calls-to-action. The KPI differences below are not statistically significant.  See other examples of great creative in every media type here.



After benchmarking more than 100,000 ads across all media types, we’ve learned that every media type has the ability to generate equally strong communication impact. Strong creative is the key.  

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ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology. 

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