Insights from the IPA ‘Media in Focus’ report: Key ways that media drive marketing effectiveness

This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

The IPA report ‘Media in Focus’ addresses a number of important issues within the changing media landscape. It asks questions such as: Does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid media making paid media redundant?

It also investigates the broader issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy.

In a nutshell

The commercialisation of the internet, the spread of mobile telephony, and many other related digital technologies have dramatically changed our world. Even though this revolution has been going on for over...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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