Measuring television advertising quality: Metrics that drive marketing ROI
Charlie Payne,Damon Samuel,Greg Pharo and Mara DoranAT&T Mobility and Nielsen
ABSTRACT:
While most marketing ROI measurement programs take into account media weight, many fail to account for advertising quality. Messaging efficacy is distinct from media weight; one measures impression volume, the other gauges audience impact. Marketers have struggled with identifying a robust quantitative representation of messaging efficacy. AT&T examined over forty messaging metrics to determine which ones actually impact sales. These messaging metrics came from two different sources: traditional ad copytests and Nielsen's TV...