The average campaign could be “2.6x more effective” if media spend is tied more to a brand’s desired objectives, according to new research from the University of Oxford, Saïd Business School and Kantar.

Why it matters

The report – said to be the biggest-ever academic study of brand-building effectiveness – concludes that marketers striving for a “silver bullet” to drive media effectiveness are mistaken. The most successful advertisers are those that adjust channel investment to suit the goal that a brand is seeking to achieve.

Key findings

• Researchers analysed 1,100 campaigns from Kantar’s CrossMedia database involving 557 brands...