Two-thirds of advertising impact happens after the week communications are on-air, according to insights from Analytic Partners, the data analytics consultancy and tech firm.

Why it matters

Performance marketers often seek an instant impact from their communications. However, focusing too rigidly on the near term can neglect the longer-term results yielded by advertising. Accounting for these outcomes can help generate a fuller picture of return on investment.

Takeaways

• Analytic Partners has found that the majority of advertising impact takes place after the week this messaging runs.
• By only looking at immediate results, brand teams are not getting a holistic view...