ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Competitive Intelligence for Consumer Electronics: Apple or Microsoft?

Posted by Angela Jeffrey on Mar 12, 2020 1:57:55 PM
 
Earlier this week, Microsoft launched a TV spot that has raised the ire of some and the admiration of others.  You’ve seen it: the spot features Microsoft employees caroling about peace as they walk to an Apple store to serenade their competitors.  See more about competitive moves at our Resource Page on Competitive Intelligence.
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Topics: Electronics, Competitive Intelligence, Corporate Image, Advertising Effectiveness

Best Retail Advertising in 2019

Posted by Angela Jeffrey on Nov 15, 2019 2:03:45 PM

As the Holidays approach, thoughts turn to retail. It's a perfect time to see how various department stores, fashion stores and online retailers have done in advertising effectiveness over the last 12 months.  Some retailers, like Kohl's, have consistently good ads (outside of radio), while others (high-end retailers) always bring up the rear. This post explores the best ads across seven media types, analyzing why they work so well out of almost 1450 ads tested in the past year.

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Topics: Retail, Integrated Marketing, Competitive Intelligence, Advertising Effectiveness

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

Insurance Ad Effectiveness for Millennials and GenPop

Posted by Angela Jeffrey on Jan 17, 2018 12:13:12 PM

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

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Topics: Insurance, Competitive Intelligence, Advertising Effectiveness

Competitive Intelligence for Personal Care: Do Beautiful Women Sell?

Posted by Angela Jeffrey on Oct 27, 2015 1:34:28 PM

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.

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Topics: Personal Care, Competitive Intelligence, Advertising Effectiveness

Competitive Intelligence for Insurance - Battling for Millennials

Posted by Gary Getto on Aug 10, 2015 11:38:00 AM

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.

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Topics: Insurance, Competitive Intelligence, Advertising Effectiveness

Competitive Intelligence for Restaurants: Olive Garden's Agency Search

Posted by Gary Getto on Jul 21, 2015 10:18:00 AM

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.

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Topics: Restaurants, Competitive Intelligence, Advertising Effectiveness

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