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Cannes, econometrics lead effectiveness rankings

News, 26 December 2014

Analysis of Cannes Lions entries, econometrics and the status of planning as a discipline are among the most popular effectiveness papers for Warc subscribers in 2014.

Topping the list of most-viewed articles covering measurement and effectiveness is Cannes Creative Effectiveness Lions: An analysis of entries to the 2014 awards. This paper analysed winners at this year's Lions, highlighting trends in media channel usage, objectives, creative strategy and reported metrics across the case studies.

For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.

Econometrics was a particularly popular topic for effectiveness measurement, with papers focusing on the technique taking second and third spots on the annual rankings. Econometrics for media optimisation described the role of econometrics in determining which media channels are best to invest advertising in order to gain the best short and long term results.

Meanwhile, Get the best from econometric modelling argued that the process of econometric modelling is both a science and an art, and can produce results with different degrees of certainty.

The fourth most-viewed paper on the rankings took a more theoretical view of effectiveness. Is planning dead? Why planning must return to its roots summarised various views on the future of the agency-side planner, featuring views from effectiveness experts at MCCP, W+K and Publicis, among others.

Meanwhile, in number five, Top 10 drivers of advertising profitability set out a "greatest hits" of factors impacting the profitability of media investments. The article suggested that digital is an important channel for media planners, but still lags behind TV in terms of reach and ROI.

Data sourced from Warc