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 Více informací



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 Více informací



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 Více informací



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 Více informací



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 Více informací



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 Více informací



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? Více informací



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 Více informací



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 Více informací



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 Více informací



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 Více informací



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 Více informací



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 Více informací



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 Více informací



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? Více informací



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 Více informací



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? Více informací



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 Více informací