CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

TRUST MATTERS – AND TV EARNS IT

In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action. This is where TV stands apart. It is consistently rated as the most trusted form of advertising in the UK. That trust is not incidental. It… Continue reading TRUST MATTERS – AND TV EARNS IT

FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what… Continue reading FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

MUSIC DRIVES ADVERTISING PROFITABILITY

A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the… Continue reading MUSIC DRIVES ADVERTISING PROFITABILITY

BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab. The research gets at a tension in modern marketing: efficiency – typically measured using ROI – versus a longer term investment in brand… Continue reading MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

The media landscape is more fragmented than ever. Consumers spend time across dozens of platforms, and their attention is divided into brief, sometimes fleeting moments. At the Cannes creativity festival, Grace Kite—an economist, founder of Magic Numbers and Vice-President at Analytic Partners—showed that there was no need for pessimism and that this development did not… Continue reading A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD

Orlando Wood share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.

FIVE CHARTS TO END THE TV DEBATE

To drive growth, we must strengthen the brand, says Peter Field. For almost the last twenty years, the performance marketing world has been arguing that brand-building advertising is wasteful and unnecessary; that all a business needs to do is to spend their advertising money at the bottom of the sales funnel. This means using targeted… Continue reading FIVE CHARTS TO END THE TV DEBATE

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report. Humour in advertising is so much more than just… Continue reading TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth. Resisting the temptation to change the advertising once we get bored is not easy for marketers, but it’s worth it. Consistency… Continue reading GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

STUDY UK: IPA RESEARCH REVEALS HOW MUCH AVERAGE BRIT INTENDS TO SPEND THIS CHRISTMAS

The average British consumer expects to spend almost £600 (£593.90) on core Christmas-related products and activity – including food, gifts, decorations, socialising and travelling – during the 2024 festive period. This is according to the IPA’s annual Christmas-focussed survey of 2,000 UK adults, carried out by Opinium. The IPA Insight report ‘The 2024 Christmas Consumer’… Continue reading STUDY UK: IPA RESEARCH REVEALS HOW MUCH AVERAGE BRIT INTENDS TO SPEND THIS CHRISTMAS

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

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

DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

Trust shouldn’t be written off as some kind of ‘wokery.’” Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today. Calling the issue of trust in brands a relatively “novel” development among consumers, Field warned that… Continue reading DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT