Optimising advertising ROI: Applying general principles of advertising response to media buying

Keith Spencer

This paper reports on a global analysis of Ipsos ASI's advertising tracking databases. It found consistent consumer responses to advertising around the world, but disparate media buying practices: advertisers in emerging markets routinely invest in higher TRPs than those in mature markets.

Optimising advertising ROI: Applying general principles of advertising response to media buying

Keith SpencerIpsos ASI, Australia

INTRODUCTION

Ipsos ASI has been measuring response to advertising for the past 50 years. This has allowed the organisation to build considerable databases reflecting how consumers react, "on average", to advertising exposure. A global review of these databases reveals that despite differences in media environments, etc. the patterns we see across countries are remarkably similar. There is little difference in ad response between mature markets and emerging countries.

Given this similarity in consumer response, it is surprising therefore that the media data included...

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