ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Wayfair - A Top US Online Video Ad Of The Week 7-18-22

Posted by Diane Light Waight on Jul 20, 2022 10:51:40 PM

 Wayfair's  “Looking for furniture prices you won't believe?” ad was one of the Top U.S. In-Market Online Video Ads Of The Week measured for advertising effectiveness by ABX Advertising Benchmark Index the week of 7-18-22.  It had an ABX score of 130, that was an above average score for GenPop, Category, and Medium.  ABX's Gender Equality Index (GEI) for the Male Character was 111 and the Girl Character 108, both above average.  This ad was visually pleasing, upbeat, and had a clear message. 

I liked how Wayfair showcased products that were on sale in each room of the house with different characters.   The character, who stole the show, in my opinion, and what made me want to view the ad multiple times was the dog!  I believe dog lovers like me would agree!

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Topics: Retail, Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, Wayfair, digital, homegoods

Marks & Spencer - Top International TV Ad Of The Week 7-18-22

Posted by Diane Light Waight on Jul 18, 2022 11:13:07 PM

Marks & Spencer's M&S Sweet Rosso Tomatoes ad was the Top In-Market TV Ad Of The Week measured Internationally for advertising effectiveness by ABX Advertising Benchmark Index the week of 7-18-22.  Chef Chris Baber, who won the 2016 series of BBC One's popular cooking competition Yes Chef, makes a Tangy Tomato and Prawn Spaghetti dish for Lucy Verasamy, a British weather forecaster and presenter for ITV.  

After viewing this ad,  I went to Mark's & Spencer's website to obtain this recipe.  It looked delicious!  Bon Appétit!

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Topics: Media, Integrated Marketing, Advertising Effectiveness, abx-adbenchmarkindex, marketingeffectiveness, abx, advertising, tvadvertising, marksandspencer, itv, chrisbarber, #mymarksfave, baberflavour

Flight Centre Top International Video Ad Of The Week 7-13-22

Posted by Diane Light Waight on Jul 13, 2022 3:46:07 PM

Flight Centre had the top international online video ad of the week measured for ad effectiveness by ABX - Ad Benchmark Index. This ad definitely made me want to book a flight!  They were able to capture the beauty of the markets they serve, along with making sure their brand was shown throughout. Check this ad out HERE.  

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Topics: Travel & Tourism, Media, Integrated Marketing, Advertising Effectiveness, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, airlines, flightcentre, marketing

Duracell - A Top Video Ad Of The Week 7-11-22

Posted by Diane Light Waight on Jul 11, 2022 7:30:54 PM

Duracell had one of the Top Online In-Market Video Ads Of The Week measured in the U.S. for advertising effectiveness by ABX Advertising Benchmark Index the week of 7-11-22 .  I loved watching this Duracell ad.  You watch two RC trucks racing side-by-side up the Duracell battery, with the Duracell Coppertop Powerboost winning.  What a fun visual!  It reminded me of playing the water gun games at the carnival, where you aimed at the bullseye and the one who moved their character to the very top first won.

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Topics: Media, Integrated Marketing, Advertising Effectiveness, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, duracell, abx, advertising, videocontent

The Interdependence of Advertising, Storytelling, and Branding

Posted by Angela Jeffrey on Apr 5, 2022 3:32:05 PM

Today's post is an approved reprint of Debbie Laskey's recent post on the topic above.  Debbie has two decades of marketing experience and an MBA Degree. She developed her marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry.

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Topics: Covid-19, Advertising Effectiveness, Television, Super Bowl Sunday

Super Bowl 2022 Advertising Effectiveness ... and Not so Much

Posted by Angela Jeffrey on Mar 4, 2022 9:36:50 AM

This is Michael J. Wolfe's fifth annual & comprehensive review of Super Bowl advertising effectiveness. Wolfe is CEO of Bottom-Line Analytics, an award-winning market mix modeling and advanced analytics expert who dives into every article he writes with a depth that provides deep learnings for all. Wolfe is a frequent contributor to the ABX Advisory and has given permission for this reprint of his recent article.

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Topics: Advertising Effectiveness, Television, Super Bowl Sunday

When Things Hit the Fan, Great Ads can Clean up the Mess

Posted by Angela Jeffrey on Nov 2, 2021 12:10:40 PM

We all know Chipotle fell from grace in 2015 with an e-coli scandal that cost them billions of dollars over many years.  Today, they are more successful than ever.  Many stories have been written about Chipotle's multi-pronged strategy to recover, one of which was its dramatically improved ad creative and messaging. ABX tested 100's of Chipotle ads from 2015 through YTD and found powerful correlations to revenue.  The story below is a teaser of those findings, which will be presented in full to students at Pennsylvania State University soon.   


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Topics: Restaurants, Media, Integrated Marketing, Advertising Effectiveness, Great Ads

Radio – More Bang for Your Buck?

Posted by Angela Jeffrey on Sep 9, 2021 9:38:28 AM

ABX has long been fascinated by the power of radio.  We've written several blogs on the topic, which are full of research: "Four Great Tips for Radio Advertising" and "Research Shows Radio Advertising may be Most Effective."  And today we directly compare sets of TV and radio ads that are very similar, to see how well both score.  We'd love to hear your feedback at the end!

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Topics: Media, Integrated Marketing, Advertising Effectiveness

Advertising Effectiveness by TV Spot Length

Posted by Angela Jeffrey on Jun 11, 2021 2:55:22 PM

Special Guest Michael Wolfe, CEO of Bottom-Line Analytics, repurposes his recent article on advertising effectiveness through the efficacy of different Television spot lengths.  If you've followed the ABX Advisory, you've seen a number of articles from Michael utilizing his vast talents in market mix modeling to yield best practices for advertisers.  

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Topics: Advertising Effectiveness, Television

Successfully Portraying Women in Ads in the US, UK, Germany and Japan

Posted by Angela Jeffrey on May 13, 2021 3:27:00 PM

Last month's ABX Advisory post, "Positive Portrayals of Females in Ads leads to Financial Gain," announced the major leaps forward advertisers are making in the respectful portrayal of women in advertising.  A 2019 ABX longitudinal survey showed an increase in the presence of women in ads, an increase in understanding as to what makes an ad "appropriate," and a decrease in tolerance for ads that are "inappropriate."  Even more exciting, ABX research shows it is possible to increase sales to women by 45% by depicting females properly in advertising.  Today, we will look at top ABX Gender Equality Index ads in the UK, Germany, Japan and the US to see what is working in each.

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Topics: Personal Care, Gender Equality Measure, Global, Corporate Image, Advertising Effectiveness