ABX Advisory

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

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

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!

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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.  

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Topics: Gender Equality Measure, Advertising Effectiveness

Do beautiful women or celebrities ‘sell’ in personal care/beauty advertising? Do we ‘hate them because they are beautiful?’ Or, do we prefer their beauty to the plainer ‘real woman’ ads that have been such a popular trend?  What about those boring product ads?  Does anyone actually read them?  If you're interested in ad analysis in more categories, see our  Competitive Intelligence resources page for more.

Topics: Personal Care, Competitive Intelligence, Advertising Effectiveness

We got to wondering if celebrity spokespeople are worth the big bucks in Telecom/Wireless. So, we pulled all competitor TV spots for 2015 YTD and compared the ad effectiveness scores for those with celebrities against those without.   For analysis of ads in other categories, see our Competitive Intelligence resources page.

Topics: Telecom, Cable and Internet, Advertising Effectiveness

Millennials. Love 'em or hate 'em, most brands gotta have 'em - and none more so than the Auto Insurance industry.  Effective creative for Millennials often involves family and kids, provides practical information, stretches their limited dollars, and helps them get ahead.  For posts on other industries looking at  competitive advertising effectiveness, try our Resources page here.

Topics: Insurance, Competitive Intelligence, Advertising Effectiveness

Olive Garden is putting its creative agency account into review. Grey, which has had the account for 30+ years, is defending the business.  The client is looking for a more "creative" approach to their ads.

Topics: Restaurants, Competitive Intelligence, Advertising Effectiveness