Much has been written about the pivot to performance media during COVID-19, with brands shifting ad budgets to drive online sales. Digital platforms are frantically releasingad formats and tools to help advertisers to sell online. Confusion reigns over how best to restructure media plans in light of seismic changes to consumer behaviour.
The University of Oxford and Oxford’s Saïd Business School, together with Kantar, believe they have discovered some answers in what they claim to be the biggest-ever academic research into brand-building effectiveness. The study saw researchers analyse over 1,100 campaigns and media investment totalling £13bn...