ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

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.  

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Topics: Data-Driven Keys

Are All Mediums Equally Effective?

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. 

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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 suboptimal, 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 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 “Likeable.” 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.

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Topics: Super Bowl 2016

The Truth About the Top Five Super Bowl 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
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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.
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Topics: Restaurants

Holiday Print Ads - 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

The Microsoft-Apple "Bear Hug:" Winner or Loser for Microsoft?

Posted by Angela Jeffrey on Dec 10, 2015 2:01:34 PM
Earlier this week, Microsoft launched a TV spot that has raised the ire of some and the admiration of others.  You’ve seen it: the spot features Microsoft employees caroling about peace as they walk to an Apple store to serenade their competitors. 
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Topics: Electronics

Maximizing the Ad Effectiveness of Print and Online for Household Products

Posted by Angela Jeffrey on Dec 3, 2015 3:50:45 PM
More dollars are moving to online, often at the expense of print, but the quality of online creative is highly variable and many online ads don’t work well enough to support their investment. A look at Quilted Northern, Lysol, Glade and Tide give us some perspective.
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Topics: Household

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