ABX Advisory

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.

Topics: Telecom, Cable and Internet, Corporate Image, Advertising Effectiveness

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.

---

Topics: Automotive, Global, Advertising Effectiveness

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.

---

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

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.

---

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

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.

---

Topics: Competitive Intelligence, Advertising Effectiveness, Super Bowl Sunday

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!

---

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

In late 2015, Farmers Insurance and Allstate had the best TV spots for reaching both Millennials and GenPop together.  Today, we fast-forward into the future to see how insurance advertisers have done against both audiences for 2016 and 2017, and how advertising effectiveness has improved in a big way!

---

Competitive Intelligence for Insurance Reports that Millennials and GenPops Tend to Rate Ads Higher

Topics: Insurance, Competitive Intelligence, Advertising Effectiveness

Today's interview with J.J. Klein, ABX Chairman, and Gary Getto, ABX President, focuses on how speed is changing the copy testing paradigm. Four real-life examples of how copy testing in 24 hours made a huge difference for major brands are included.  For more on the subject, go to Resources for the information page on Advertising Effectiveness Measurement.

Topics: Ad Effectiveness Measurement, Advertising Effectiveness

Taking a break from our "Data-Driven KPIs" series, today's post gets practical for those making decisions about what types of advertising effectiveness measurement is best for them. A recent chat with J.J. Klein, ABX Chairman, and Gary Getto, ABX President, shows when Custom or Syndicated ad testing are best.  More can be found in Resources at Advertising Effectiveness Measurement.

Topics: Ad Effectiveness Measurement, Advertising Effectiveness

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 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.  

---

Topics: Gender Equality Measure, Advertising Effectiveness