DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY
28. 10. 2023 The latest EMEA Spotlight, ‘Drivers of brand growth’, celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen? Earlier in the summer Paul Dyson, cofounder… Continue reading DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY
HOW TO IMPROVE ADVERTISING PAYBACK
21. 9. 2023 Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability. In a WARC Spotlight on Drivers of Brand Growth, Paul Dyson, co-founder of Accelero, updates his previous study from 2014 to include… Continue reading HOW TO IMPROVE ADVERTISING PAYBACK
THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL
8. 9. 2023 What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL
CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
21. 6. 2023 Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still “by some way” the main lever at a marketers’ disposal, during a recent talk at Thinkbox, the… Continue reading CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED
20. 6. 2023 The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox. “It’s clear that creativity is, by some way, the biggest lever at a marketer’s disposal.” This according to Paul Dyson, co-founder of effectiveness consultancy Accelero Consulting. It’s often been claimed that creativity has… Continue reading BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED
MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS
19. 6. 2023 Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times. That’s one of the major findings in a new report* from LIONS,… Continue reading MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS
TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?
13. 6. 2023 Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform. While many of the points raised in the series – that video enables an ‘audience-first’ approach, it attracts and converts the attention of… Continue reading TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?
MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT
30. 5. 2023 Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT
THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?
11. 5. 2023 Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products. There are plenty of misconceptions around the efficacy of TV as a marketing channel. Though unrivalled in its reach (91% of UK households switch on live TV at least once per week, according to… Continue reading THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?
ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY
2. 2. 2023 The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment. Over the same 2017-2022 period,… Continue reading ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY
WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING
27. 1. 2023 Channel 4’s Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is,… Continue reading WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING
TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS
2. 1. 2023 New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt. Up until last week, talk of recession was just that. Talk. But now it’s actually happening. GDP figures just out show the economy is getting smaller. And so, in every business, fraught conversations are going… Continue reading TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS
WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING
21. 11. 2022 Television has always been the most important and powerful screen in the American home. And even with the continued trend of cord-cutting, we know consumers are still tuned in—now, on connected television (CTV). As of 2020, more than 63% of all U.S. TV viewing time was on streaming services. As more consumers become tech-savvy, they are logging… Continue reading WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING
GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES
11. 10. 2022 4 strategies that can improve brand relationships and increase ROI When it comes to gender equality in media and advertising, great strides have been made over the last several years. Thanks to effective initiatives from organizations including the Association of National Advertisers and Geena Davis Institute, women are better represented in advertising and portrayed in… Continue reading GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES
EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST
8. 9. 2022 Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST
SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
9. 8. 2022 Why should brands look on the bright side of life even in the darkest of times? According to research, people remember information better if they perceive it as humorous. Let's take a look at five brands that use humour to present their brands and summarise why it works.
TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV
16. 6. 2022 The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.… Continue reading TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV
CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO
26. 5. 2022 It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both. There is almost no debate about the veracity of The Long and the Short of It. Les Binet and Peter Field’s master work is the perfect exemplar of marketing ‘bothism‘. Sure, there are a… Continue reading CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO
