Brian Carruthers, Event Reports, IPA EffWeek, October 2018
The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.
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.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Marketers around the world are continuing to struggle when it comes to assessing their performance, largely because of uncertainty about optimising their media investment and difficulties in understanding cross-channel behaviour.
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.
Today’s advertising environment increasingly sees long-term, equity building mass marketing being replaced by short-term, response-generating micro marketing and, says Mike Teasdale, ageism in ad agencies is contributing to the problem.
LONDON: TV advertising generates the highest return on investment (ROI) of any media over both the short-term and long-term, according to independent analysis carried out for Thinkbox, the marketing body for commercial TV in the UK.
LONDON: The context of a customer’s decision is fundamental to the effectiveness of marketing communications, new research by Les Binet and Peter Field shows, though findings from the pair’s landmark studies remain true.
Jocelyn Simon, ESOMAR, Congress, 2017
This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.
This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.