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 twenty years, most of us are still trying to understand what it means for marketing.

The evidence from this study, based on analysis of the IPA Databank of advertising effectiveness case studies, suggests that marketing is still primarily a numbers game. The main way brands grow is still by increasing penetration, not loyalty.