ABX Advisory

Congratulations to The Wendy's Company for having the top TV in-market ad of the week measured by ABX for ad effectiveness. I loved how they had a “Wendy’s Morning Break” interview format! Advertising Benchmark Index - ABX measures thousands of in-market ads a week across all media types globally for their ad effectiveness.  An average ad measured would have an ABX Score of 100.  Wendy's had a score of 133.  Wendy's Gender Equality Index for both Female and Male were also above average.  #wendys n#thewendyscompany #abx #adxadbenchmark #adeffectiveness #topadsoftheweek #advertising #advertisinginsights #marketing #marketinginsights #restaurantmarketing #restaurantadvertising #advertisingstrategy #ROAS

Topics: Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, tvadvertising, digital, advertising research, thewendyscompany, restaurant

Procter & Gamble's Mr. Clean MagicEraser had the top US TV ad of the week measured by Advertising Benchmark Index - ABX for ad effectiveness, with an overall ABX Index Score of 129. The ABX Index was high for a number of KPIs, including Reputation = 152, Purchase = 235, Look For = 189, Recommend = 164. An ABX Index of 100 is an average ad. Mr. Clean's jingle was created in 1958. All I needed to hear was the sonic branding from that jingle to take me back to my childhood! Since watching the commercial I find myself singing "Mr. Clean, Mr. Clean"!  #procterandgamble #abx #adbenchmarkindex #mrclean #adeffectiveness #integratedmarketing #ROAS #ROI #advertising #marketing #integratedmarketing #multimedia #multichannel #sonicbranding

Topics: Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, tvadvertising, digital, advertising research, mrclean, procterandgamble

 For you espresso and gelato lovers, Ferrero's  "Pocket Coffee Ice Cream Stick" ad was one of the Top International In-Market Online Video Ads Of The Week measured for advertising effectiveness by ABX Advertising Benchmark Index the week of 8-16-22.  The ad had an ABX score of 134, that was an above average score for GenPop, Category, and Medium.  ABX's Gender Equality Index (GEI) for the Male and Female Characters were  both above average.  This ad had an ABX Index for purchase of 249!  In addition to scoring high on all ABX Index scores there must be a lot of espresso and gelato lovers, like myself, in Italy!I

Topics: Retail, Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, digital, ferrero, espresso, gelato, confections, advertising research, international

 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.  The ad 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 showed different 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!

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

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!

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

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.  

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

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.

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

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.

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

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.

Topics: Advertising Effectiveness, Television, Super Bowl Sunday

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