Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 390-393
This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.
Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
The share of adspend taken by digital media has a discernible positive relationship with company value, albeit only to a certain point, according to a study published in the Journal of Advertising Research (JAR).
Judy Ma and Brian Du, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 326-337
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
NEW YORK: Marketers that launch a product sequentially – a strategy that can apply everywhere from movies to electronics and sports drinks – could drive revenue gains through smarter budget allocation, a paper in the Journal of ...
Andrew Challier and Nick Pugh, Ebiquity, 2018
This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.
HONG KONG: Online advertising, including interactive and mobile, accounted for 55% of advertising budgets in Hong Kong last year, according to a new survey which suggests online channels will continue to drive adspend growth in 2018.
Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.