ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Not Rocket Science:  Advertising Technology is Disrupting the Industry

Posted by Angela Jeffrey on Jun 17, 2019 5:06:26 PM

Today's Special Report on the absolute latest advertising technology comes from Sophia Karakeva, Ph.D., a communications & marketing executive from DataScouting, based in Thessaloniki, Greece.  Sophia and ABX have both been deeply involved in the measurement of advertising and public relations.  


Ads in Space? Deep Fakes? Licensing Celebrity Faces?

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.

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Topics: Media, Integrated Marketing

Best and Worst Out-of-Home Advertising for 2018

Posted by Angela Jeffrey on Apr 17, 2019 10:24:41 AM

In our systematic review of good and bad ads for 2018 by Media Type, today's post focuses on Outdoor Advertising.  Our syndicated ad effectiveness panel tested 803 OOH ads last year, so we decided to look at six of the Top 5% and three of the bottom. For information on using different media types in integrated campaigns, see our Integrated Media pillar page.


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Topics: Integrated Marketing

Five Best Examples of Print Advertising for 2018

Posted by Angela Jeffrey on Mar 11, 2019 1:18:22 PM

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.


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Topics: Restaurants, Household, Advertising Effectiveness, Print Advertising, Food and Beverage

Poor 2019 Super Bowl Advertising for Female Gender Equality

Posted by Angela Jeffrey on Feb 28, 2019 11:02:42 AM

Last month, we listed the Top Five Super Bowl ads by how women were portrayed, and saw how those who treated women well also impacted their ad effectiveness. We also quoted Jack Neff of AdAge, who wrote that female gender scores did improve a little this year over last.  Now, let's look at five spots with poor female images according to the ABX Gender Equality Index™, and see what we can learn.


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Topics: Electronics, Gender Equality Measure, Super Bowl Sunday

Top Five 2019 Super Bowl Ads for Female Gender Equality

Posted by Angela Jeffrey on Feb 12, 2019 5:32:10 PM

Everyone's asking, "how did women do in the Super Bowl ads this year?"  "Did they appear empowered?" "Are they shown with respect?" The good news, according to Jack Neff of AdAge, female gender scores did improve a little this year over last.  But, there's still a ways to go.  Meanwhile, here are the top five ads by the ABX Gender Equality Index™ for Females.


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Topics: Automotive, Telecom, Cable and Internet, Gender Equality Measure, Corporate Image, Super Bowl Sunday

Using Female Voiceovers in Radio

Posted by Angela Jeffrey on Dec 5, 2018 2:54:16 PM

Powerful creative is at the core of every impactful ad.  Sound in particular is a critical component in conveying brand messages and connecting with an audience emotionally.  It is also big business. To continue reading scroll down to read this special guest post by Pierre Bouvard, Chief Insights Officer of Westwood One, or view this article on MediaVillage.com.


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Topics: Integrated Marketing

ABX takes on the Media: Women in Advertising Make an Ad Hot

Posted by Angela Jeffrey on Jun 13, 2018 2:23:04 PM

Today's post debuts a new series, "ABX takes on the Media," by challenging ads designated as "Hot." Ads cited by popular ad pundits will be subjected to ABX advertising effectiveness testing to see how they really work. Today's post compares June Olay and Macy's ads to see how they portray women.  If you're interested in more about ad effectiveness, or about gender equality, click the links for resources pages.


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Topics: Personal Care, Retail, Gender Equality Measure, Advertising Effectiveness

How Non-Paid Media Impacts Paid

Posted by Angela Jeffrey on Apr 2, 2018 10:01:35 AM

Five Key Points from a Study with AT&T and Hotels.com

This  blog post is repurposed with permission from The Institute for Public Relations.  The just-published paper was written by Angela Jeffrey, APR, Vice President Brand Management for ABX; Gary Getto, President of ABX; and Sandra Duhé, Ph.D., MBA, APR, Fellow PRSA, Associate Professor and Chair, Corporate Communication and Public Affairs Southern Methodist University. 

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Topics: Telecom, Cable and Internet, Travel & Tourism, Data-Driven Keys, Integrated Marketing

Lessons from 2018 Super Bowl Advertising Effectiveness

Posted by Angela Jeffrey on Feb 20, 2018 12:38:16 PM

Audience numbers for Super Bowl 2018 were down, thanks partly to the National Anthem controversy.  But ad effectiveness was the best in the past six years!  Does the lower audience mean these ads were just wasted creative spend?  Which demographic group really cares about them?  Unlike other polls on the "most liked Super Bowl ads," see what ABX and marketing mix modeler Michael Wolfe tells us about what is working in Super Bowl advertising, and why.  From a competitive advertising point of view, what a great show.  For more information about competitive intelligence in advertising, click here.


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Topics: Competitive Intelligence, Advertising Effectiveness, Super Bowl Sunday

What Direction for US Advertising Spend in 2018?

Posted by Angela Jeffrey on Jan 30, 2018 12:30:18 PM

Which channels did best in advertising spending for 2017, and which are likely to grow in 2018?  Which channels have the highest scores for advertising effectiveness?  Are advertisers investing in the channels most effective with viewers?  Michael Wolfe, CEO of Bottom-Line Analytics, guest-posts for us today with a holistic look at Media Spend and Ad-Driven Purchase Propensity.  Hint - it's not just about Digital!


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Topics: Media, Integrated Marketing, Out of Home (OOH) Advertising, radio, Free-Standing Insert, Advertising Effectiveness, Television, Online/Digital

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