This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX. Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not just to review ad copy scores of individual ads, but also to understand key lessons of what makes these ads different from ordinary advertising and the special role they play in an advertiser's marketing mix, For more information, see our informational page - Creative Testing for ROAS, ROI and Predictive Analytics.
Topics: Super Bowl Sunday
Are consumers spending more for Holiday In-Store or Online? During the Black Friday and Cyber Monday weekend, which of the two are getting the lion's share? We've been watching this for the past five years through a Share of Wallet survey during the seven weeks surrounding the big weekend. The purpose is to see what respondents are spending for gifts at the top retailers. The data provides insights to our retail clients, so they can tie results to their ad effectiveness results. We hope it is also useful to you. This year's survey covered 14,110 respondents, or roughly 2,000 per week over seven weeks.
As the Holidays approach, thoughts turn to retail. It's a perfect time to see how various department stores, fashion stores and online retailers have done in advertising effectiveness over the last 12 months. Some retailers, like Kohl's, have consistently good ads (outside of radio), while others (high-end retailers) always bring up the rear. This post explores the best ads across seven media types, analyzing why they work so well out of almost 1450 ads tested in the past year.
A glance at the last six months of Wireless TV spots and Online Video (433) suggest they may be improving. We also see a close correlation between Gender Equality scores and Reputation in this Category. One strategy common to several of the Top 15 ads was the use of corporate image strategy, which reflected well on Gender and also yielded high Reputation scores.
We looked at evaluation results for auto ads, focusing on TV ads in the US, UK, Germany, and Japan to see if culture played a part in ad test results. While there are many country-to-country differences, culture was not a big factor. We’ll share some insights showing a top performer and lower performing ad in each country.
No matter how companies do it, advertising remains one of the most important aspects of a business. However, the advertising ecosystem has evolved so much over the past decades that it has become nearly impossible for businesses to keep up. From simple flyers and giant billboards, to taking your ads into space and licensing celebrity faces, technology continues to disrupt the advertising industry.
Topics: Integrated Marketing
What makes good print advertising these days? Does anyone even think about print anymore? Actually, they do since print overlaps with online display, FSIs, OOH and other media outlets for good creative. Our syndicated ad effectiveness panel tested 3,192 print ads last year, so we decided to look at the Top Five in today's post. We'll also see how they compare to the 160,000 ads in all media that we've measured over time. For information on using different media types in integrated campaigns, see our pillar page.