ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

ABX Partners with the ANA / AFE at the White House to Launch Gender Equality Measure for Ads

Posted by Gary Getto on Jun 29, 2016 10:40:41 AM
 
The Association of National AdvertisersAlliance for Family Entertainment (ANA AFE), and other key partners, kicked-off # SeeHer, a major initiative supported by the White House, challenging the advertising world to eliminate the biased portrayal of women in media and advertising. The goal of the initiative is to realize a 20% increase in the accurate portrayal of all girls and women by 2020, the 100 th anniversary of American women’s obtaining the vote.
 
During the conference at the White House June 15th, officials said that fixing the biased portrayal of women in the media is critical to our country’s future. Major players in the initiative include  ABX  Advertising Benchmark Index,  Unilever ,  The Girl’s Lounge ,  Walmart ,  P&G TIVO  and others.  

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Topics: Gender Equality Measure

Effective Advertising in Print - and Digital Display

Posted by Angela Jeffrey on May 23, 2016 1:59:22 PM
 

It seems that all anyone talks about is digital these days.  But far from being “dead,” other mediums like print are just as effective as long as the creative is good. Too often print does not receive the same level of creative quality as other mediums.  But simply follow the guidelines below and “great creative” for print and digital display will return a higher ROI on your advertising investment than you might have thought possible.  If you're interested in how creative plays in other media types, see our resources page, "Integrated Marketing in All Media."



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Topics: Data-Driven Keys

Can you Find the Waste in your Marketing Spend?

Posted by Gary Getto on Apr 29, 2016 4:05:58 PM
 
"Half the money I spend on advertising is wasted; the trouble is, I don't know which half." John Wanamaker
Today's post is written by guest-blogger, Michael Wolfe, CEO of Bottom-Line Analytics.   For more information on using advertising effectiveness testing to increase ROAS, ROI and Predictive Analytics, with some great case studies, see our resources page on the topic.

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Topics: Data-Driven Keys

Are All Channels Equally Effective for Advertising?

Posted by Gary Getto on Apr 13, 2016 10:23:30 AM
 
If you answered TV or digital, to the question above, you would be wrong.  In fact, if you chose any singular medium you would be incorrect. Truth is, all mediums deliver a strong ROI on your advertising investment depending on the specific needs of a campaign and the brilliance of the creative material.  To learn more about the benefits of different types of media, see our Integrated Marketing Across All Media resources page.

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Topics: Data-Driven Keys

Why Are So Many Likable Ads Ineffective?

Posted by Angela Jeffrey on Mar 31, 2016 5:10:07 PM
 
Likability is neither predictive of creative effectiveness nor highly correlated against other key metrics.  When we don’t copy-test an ad, we judge the ad based on whether we like it or not.  The result is lots of underperforming ads and millions of dollars in wasted advertising investment.

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Topics: Data-Driven Keys

Think Your Ad Creative is Effective? You May be Shocked.

Posted by Gary Getto on Mar 15, 2016 11:45:47 AM
 
Generating effective ad creative is hard and data proves we are unsuccessful more often than not.  Every advertiser risks his advertising investment with a large number of sub-optimal, poor-performing ads he doesn't know about that is reducing his ROI and causing lost opportunities. But there's hope!

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Topics: Data-Driven Keys

What Were they Thinking? The Five Worst 2016 Super Bowl TV Ads

Posted by Gary Getto on Feb 16, 2016 12:03:13 PM
 
In Friday’s post, we looked at the Top Five Super Bowl 2016 ads and why they were truly “Effective” as opposed to just “Likable.” We also said this year’s crop of ads was disappointing compare to years’ past, with 2/3 below “average” as measured by ABX ad effectiveness research.  We didn’t even mention the ads at the bottom of the rung, which include some real zingers that we'll dissect today.  BTW, if you're interested in seeing how creative performs in other mediums, take a look at our resources page, " Integrated Marketing in Every Channel."

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Topics: Super Bowl 2016

The Truth About the Top Five Super Bowl TV Ads

Posted by Angela Jeffrey on Feb 12, 2016 11:18:29 AM
 
Advertising for the 2016 Super Bowl was disappointing, to say the least.  Of 61 TV spots evaluated by ABX:
  • Only 22 (36%) were equal to, or above, the “average” ABX Index for TV ads
  • Only eight (13%) were “excellent” based on ABX benchmarks
The Top Five ads below are all linked to live creative and show close-ups on scores for the various KPIs.  There's a lot to learn about advertising effectiveness by studying these successful ads.  For great examples of successful ads in other media types, see our resources page, " Integrated Marketing in All Media."
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Topics: Super Bowl 2016

Subway Wins Top Ads of the Week in Three of Five Media Types

Posted by Gary Getto on Feb 3, 2016 10:44:55 AM
 
Subway’s back, with gusto!  Of ABX’s Top Ads of the Previous Week, Subway scored #1 in three of the five media types tested by ABX each week – Television, Internet and Out-of-Home.  Relating to its slogan, “Founded on Fresh,” the highly effective advertising plays off words, letters and numbers with super-crisp typefaces, memorable low prices, and fresh-looking food.  For more ad analysis on other industry categories, see our Competitive Intelligence resources tab.
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Topics: Restaurants

Holiday Print or Digital Display - bet you Can't Eat Just One!

Posted by Angela Jeffrey on Jan 12, 2016 12:52:57 PM
 
Take a look at the three Holiday ads below and the ABX Index scores beneath.  All three knock it out of the park in ad effectiveness with an overall ABX Index of 21% to 34% above average (ABX 121-134). Since ads that score above average (ABX 100) optimize media buys, that is a good thing.   Pizza Hut is #1 overall and look how the food just pops in the ad below. You can just taste it.
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Topics: Food

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