ABX Advisory

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.

Topics: Data-Driven Keys

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

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

The Association of National Advertisers,  Alliance 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 the biased portrayal of women in media and advertising. 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

 

"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

 

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

 

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

 

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 2016

 

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.

Topics: Restaurants

 

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.

Topics: Restaurants

 

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: Trade-Offs in Ad Effectiveness Measurement