ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Gary Getto

Gary Getto
Gary Getto President Gary is a co-founder of ABX. He is a key thought leader in measuring communications effectiveness. Previously, Mr. Getto led VMS’ efforts to measure and analyze the combined impact of news coverage, social media, and advertising communications on key business metrics, such as sales or product preferences. He was primarily responsible for the ground-breaking work done by VMS in linking communications activity to business outcomes. It is here that Gary first developed the methodology and criteria for measuring advertising performance, the vision to benchmark every ad and build a comprehensive database of advertising performance metrics, and the process to do this in an affordable manner. Gary was also one of the first to apply artificial intelligence to the task of better understanding how communications impacts consumer behavior and has worked with communications leaders across a diverse set of industries. Gary has an extensive background in product development, strategic planning, and sales/marketing. He is a frequent speaker to the advertising, marketing, and public relations community. Gary holds a B.S., Mechanical Engineering from Lehigh University and a Masters in Management Science from Stevens Institute of Technology.
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Recent Posts

Part Three: Why Outdoor 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

Integrated Marketing: Creating Great FSI Advertising

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, Media, Free-Standing Insert

ABX Helps Launch Gender Bias Metric for Ads at White House

Posted by Gary Getto on Jun 29, 2016 10:40:41 AM

ABX Joins the ANA, AFE and Others to Introduce the new Gender Equality Measure™ (GEM)

The Association of National AdvertisersAlliance for Family Entertainment (ANA AFE), and other key partners, kicked-off # SeeHer, a major initiative supported by the White House, challenging the advertising world to eliminate gender bias in advertising that is targeted at women. The goal of the initiative is to realize a 20% increase in the accurate portrayal of all girls and women in advertising by 2020, the 100 th anniversary of American women’s obtaining the vote.
During the conference at the White House June 15th, officials said that fixing the gender bias issue of how  women in the media are portrayed is critical to our country’s future. Major players in the initiative include ABX  Advertising Benchmark Index,  Unilever ,  The Girl’s Lounge ,  Walmart ,  P&G TIVO  and others.  

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Topics: Gender Equality Measure, Advertising Effectiveness

Can you Find the Waste in your Advertising 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

Are All Channels Equally Effective for Integrated Advertising?

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.  To learn more about the benefits of different types of media, see our Integrated Marketing Across All Media resources page.

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Topics: Data-Driven Keys

Is Your Ad Creative 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 sub-optimal, 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

Super Bowl Ad Effectiveness - the Worst Five for 2016

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 “Likable.” 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.  BTW, if you're interested in seeing how creative performs in other mediums, take a look at our resources page, " Integrated Marketing in Every Channel."

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Topics: Super Bowl Sunday

Competitive Intelligence for Fast Food: Subway's New Ad Look

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.  For more ad analysis on other industry categories, see our Competitive Intelligence resources tab.
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Topics: Restaurants

Advertising Effectiveness for McDonald's: Hashbrowns or Hashtags?

Posted by Gary Getto on Nov 24, 2015 1:50:36 PM
We evaluated McDonald’s new “Breakfast All Day” creative.  If you’ve seen our previous data, you know that McDonald’s has been struggling all year in ad effectiveness.   For more ad analysis in different categories, see our Competitive Intelligence resources page.
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Topics: Restaurants

Is Your Ad Creative Effective? You May Think So, but is it?

Posted by Gary Getto on Oct 20, 2015 12:07:35 PM
A recent CRN International survey of 124 advertising executives concluded that advertising creative today is more than adequate, and almost 30% said it had improved over last year. Advertising effectiveness measurement of thousands of ads each week shows a different story.

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Topics: Ad Effectiveness Measurement

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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