SEASONAL ADVERTISING VS EVERYDAY ADVERTISING
29. 11. 2024 Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock… Continue reading SEASONAL ADVERTISING VS EVERYDAY ADVERTISING
WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
30. 10. 2024 TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES
29. 10. 2024 Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong WARC has long held the view that effective marketing strategies combine immediate results with long-term goals. However, a fragmented media landscape and a focus on short-term measurement… Continue reading WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES
MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD
28. 10. 2024 Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers. This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power… Continue reading MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD
CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE
22. 8. 2024 Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB. There is no question that content influences brand perception. 72% of consumers say their perception of advertising is influenced by surrounding content. 73% of consumers find contextually relevant advertising more appealing. Ad recall doubles Contextual… Continue reading CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE
HOW LONG DO THE PROFITS FROM ADVERTISING TAKE TO MATERIALISE?
24. 4. 2024 Advertising has an average short-term profit ROI of £1.87 per pound invested which increases to £4.11 when sustained effects are included; a major new study concludes that 58% of advertising’s total profit generation happens after the first 13 weeks. Context Profit Ability 2: the new business case for advertising*, commissioned by TV industry body Thinkbox, is an… Continue reading HOW LONG DO THE PROFITS FROM ADVERTISING TAKE TO MATERIALISE?
MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING
18. 4. 2024 Television continues to appeal to a large number of viewers today, stirring emotions, offering the highest efficiency and return on investment, maximum attention and trust. This is not the only reason why it remains a highly effective, important and often key element of the media mix.
THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS
14. 4. 2024 The numbers are clear. The undefeated queen of home entertainment is still television. Modern technology may be exciting, but it hasn't dethroned television. Why? Read our summary to find out what aces today's TV has up its sleeve.
TV ADVERTISING IS NOT EXPENSIVE. IT OFFERS A HIGH RETURN ON INVESTMENT AND CAN BE AFFORDED BY SMALLER COMPANIES
21. 3. 2024 Quite often we encounter the myth that television as an advertising medium is expensive. But the reality is quite different. The magic term in TV advertising is “return on investment”.
ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW
31. 1. 2024 A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer to incremental sales as… Continue reading ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW
PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING
16. 1. 2024 TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers. Television advertising has always enjoyed a recognition for impact. Compared with digital equivalents it is undervalued for what it… Continue reading PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING
ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS
15. 1. 2024 DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS
WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES
22. 12. 2023 Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research. The joint study from Advertiser Perceptions and Claravine fielded in August analyzed the impact of not having a data standards and a strategy in place. It showed how advertisers and agencies struggle… Continue reading WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES
TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024
7. 12. 2023 Despite very real concerns about the economy, the majority of marketers around the world are optimistic and expect business to be better next year than this, according to a new WARC report. The Voice of the Marketer 2024 is a deep dive into The Marketer’s Toolkit survey data of 1,400+ marketers worldwide. Key findings Marketers are optimistic despite economic worries… Continue reading TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024
STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS
30. 11. 2023 Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS
HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
13. 11. 2023 We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
2. 11. 2023 Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows. In Elevating eCommerce: The Unseen Power of Upper Funnel Spending, measurement platform Fospha analysed the impact of mid and upper-funnel activity on brands’ performance over time, paying particular attention to… Continue reading UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
