ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

How Does Non-Paid Media Impact Advertising Effectiveness?

Posted by Angela Jeffrey on Apr 2, 2018 10:01:35 AM

 

Five Key Takeaways from an Exploration with AT&T and Hotels.com

This  blog post is repurposed with permission from The Institute for Public Relations.   The just-published paper was written by Angela Jeffrey, APR, Vice President Brand Management for ABX; Gary Getto, President of ABX; and Sandra Duhé, Ph.D., MBA, APR, Fellow PRSA, Associate Professor and Chair, Corporate Communication and Public Affairs Southern Methodist University. 

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Topics: Data-Driven Keys

The Black Friday Advertising Effectiveness Battle

Posted by Angela Jeffrey on Nov 27, 2017 3:08:42 PM

As we head into the Holiday Season, special guest author Michael Wolfe, CEO of Bottom-Line Analytics, takes a close look at Black Friday retail  advertising effectiveness versus everyday advertising.  Michael contrasts competitive advertising data from 21 top retailers and reveals the best-performing media channels and KPIs.  


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Topics: Data-Driven Keys

Hard Proof: Advertising Creative Drives Sales

Posted by Angela Jeffrey on May 19, 2017 3:58:17 PM

Highly creative ads have doubled the sales impact of those that are less creative, and advertising creative drives sales 5x as much as media spend.  Two break-through studies show the truth of these claims with hard data.  For additional information on the impact of creative on sales, see our resources page on improving ROAS, ROI and Predictive Analytics through effectiveness testing.

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Topics: Data-Driven Keys

Part Three: Why OOH Advertising Rocks for Purchase and More

Posted by Gary Getto on Oct 31, 2016 7:36:31 PM

Today's post is the last installment in a three-part series on measuring advertising effectiveness - highlighting the best/worst Out-of-Home ads. The focus is on the last two of the four Data-Driven Keys featured in our new eBook: Reputation and Calls-to-Action. OOH advertising has a very strong place in the marketing mix, according to a review of thousands of consumer-panel evaluated OOH ads.

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Topics: Data-Driven Keys

Part Two: Driving Purchase in Out-of-Home Advertising

Posted by Angela Jeffrey on Oct 6, 2016 11:03:40 AM

Today's post highlights best/worst Out-of-Home ads for two of the four Data-Driven Keys featured in our new eBook: Awareness and Messaging. OOH advertising is very powerful and under-appreciated. This is the second of three posts focusing on the best and worst of thousands of consumer-panel evaluated OOH ads.  For insights on other media types, see our resources page - Integrated Media in All Media Types.

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Topics: Data-Driven Keys

4 Data-Driven Keys to Drive Purchase in Out-of-Home Advertising

Posted by Angela Jeffrey on Aug 26, 2016 1:00:00 PM

Next in our series of data-driven keys to effective advertising is a focus on Out-of-Home Advertising, looking at what works and what doesn't in this under-appreciated medium. Great OOH creative can deliver on Purchase Intent like nothing else! This is the first of three posts focusing on the best and worst of thousands of consumer-panel evaluated OOH ads.  If you'd like to see other insights on good/bad ads in other media, see our resources page on Integrated Media in All Media Types.

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Topics: Data-Driven Keys

Advertising Effectiveness: Creating Great Free-Standing Inserts (FSIs)

Posted by Gary Getto on Aug 8, 2016 9:51:32 AM

Like all mediums, Free-Standing Inserts (FSIs) can be enormously effective for driving Purchase and other Calls-to-Action, but only when the creative is strong. Today we'll look at some of the best and worst of thousands of FSIs benchmarked by the largest syndicated research database of measured ads in the world.  If you'd like insights on great creative in other mediums, see our resources page, "Integrated Marketing in All Media Types."


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Topics: Data-Driven Keys

Advertising Effectiveness - New Research Shows Radio Potentially Most Effective Medium

Posted by Angela Jeffrey on Jul 26, 2016 9:44:46 AM

Radio Advertising Bureau's "Matter of Fact" newsletter shared ABX research on how radio may deliver the best ROI and ROAS of all with some smart creative! Examples are from Red Lobster, Discover, McDonald's and Home Depot.  If you're interested in creative effectiveness across all types of media, see our "Integrated Marketing in Every Channel" resources page.


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Topics: Data-Driven Keys

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

Join the discussion on advertising effectiveness with insights from the world's largest normative database of measured ads:

  • Analysis of creative omnichannel 
  • What works or doesn't by industry 
  • Implications for marketing, creative and media planning
  • Consumer panel results, not just opinion
 
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