Long-running campaigns generate 4.6 times more market share growth than short-term campaigns, even though short-term campaigns look better on activation.
StatBrand Strategy
Campaigns running longer than six months generate 4.6 times as much market share growth as short-term ones: 38% of three-year-plus cases reported very large share effects against 3% of short-term cases. But short-term cases win on activation (65% versus 33%), which is exactly why short-term measurement keeps recommending the weaker strategy.
Source
Media in Focus: Marketing Effectiveness in the Digital Era - IPA, in association with Google and Thinkbox (EffWorks) (2017)
Les Binet (adam&eveDDB) and Peter Field (Peter Field Consulting), IPA Databank
Fig 52, Media in Focus (IPA 2017)
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