Advertising is only worthwhile if it is effective – Peter Field recently declared a “Crisis in Creative Effectiveness” – but Dr. Grace Kite, Economist and Founder of Magic Numbers, says that while advertising effectiveness may have declined in the past, her new research indicates a considerable uptick in return on investment over the last five years.
The ARC Project studied more than 300 (non-award-winning) campaigns totalling £5 billion in advertising spend. Kite discovered that these ‘typical’ campaigns generated an average of £3.80 in revenue for £1 invested (it’s also worth noting that award-winning campaigns are 3X more effective, delivering a ROI of £13.00). And while Kite’s research was conducted in the UK, the marketing insights from the ARC Project are universal.
To attend this fascinating presentation – and get a sneak peek at the advertising effectiveness research Dr. Kite is currently conducting in Canada – register for the webinar today.
Understanding the Business Impact of Advertising
Following Dr. Kite’s presentation, we are pleased to announce that Shauna Houlton, Director, Consumer Insights at Corus Entertainment, will join us to present “Understanding the Business Impact of Advertising”, a collection of Canadian case studies of DTC brands that used TV and Radio advertising to take their businesses to the next level.
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