ABX Advisory

 Wayfair's  “Looking for furniture prices you won't believe?” ad was one of the Top U.S. In-Market Online Video Ads Of The Week measured for advertising effectiveness by ABX Advertising Benchmark Index the week of 7-18-22.  It had an ABX score of 130, that was an above average score for GenPop, Category, and Medium.  ABX's Gender Equality Index (GEI) for the Male Character was 111 and the Girl Character 108, both above average.  This ad was visually pleasing, upbeat, and had a clear message. 

I liked how Wayfair showcased products that were on sale in each room of the house with different characters.   The character, who stole the show, in my opinion, and what made me want to view the ad multiple times was the dog!  I believe dog lovers like me would agree!

Topics: Retail, Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, Wayfair, digital, homegoods

Marks & Spencer's M&S Sweet Rosso Tomatoes ad was the Top In-Market TV Ad Of The Week measured Internationally for advertising effectiveness by ABX Advertising Benchmark Index the week of 7-18-22.  Chef Chris Baber, who won the 2016 series of BBC One's popular cooking competition Yes Chef, makes a Tangy Tomato and Prawn Spaghetti dish for Lucy Verasamy, a British weather forecaster and presenter for ITV.  

After viewing this ad,  I went to Mark's & Spencer's website to obtain this recipe.  It looked delicious!  Bon Appétit!

Topics: Media, Integrated Marketing, Advertising Effectiveness, abx-adbenchmarkindex, marketingeffectiveness, abx, advertising, tvadvertising, marksandspencer, itv, chrisbarber, #mymarksfave, baberflavour

Flight Centre had the top international online video ad of the week measured for ad effectiveness by ABX - Ad Benchmark Index. This ad definitely made me want to book a flight!  They were able to capture the beauty of the markets they serve, along with making sure their brand was shown throughout. Check this ad out HERE.  

Topics: Travel & Tourism, Media, Integrated Marketing, Advertising Effectiveness, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, airlines, flightcentre, marketing

Duracell had one of the Top Online In-Market Video Ads Of The Week measured in the U.S. for advertising effectiveness by ABX Advertising Benchmark Index the week of 7-11-22 .  I loved watching this Duracell ad.  You watch two RC trucks racing side-by-side up the Duracell battery, with the Duracell Coppertop Powerboost winning.  What a fun visual!  It reminded me of playing the water gun games at the carnival, where you aimed at the bullseye and the one who moved their character to the very top first won.

Topics: Media, Integrated Marketing, Advertising Effectiveness, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, duracell, abx, advertising, videocontent

Topics: Restaurants, Media, Integrated Marketing, Advertising Effectiveness, Great Ads

ABX has long been fascinated by the power of radio.  We've written several blogs on the topic, which are full of research: "Four Great Tips for Radio Advertising" and "Research Shows Radio Advertising may be Most Effective."  And today we directly compare sets of TV and radio ads that are very similar, to see how well both score.  We'd love to hear your feedback at the end!

Topics: Media, Integrated Marketing, Advertising Effectiveness

In a study of 145 COVID-related Radio ads measured by ABX since March 4th, advertising effectiveness scores were amazingly high.  Radio spots featuring thanks to first-responders, helpful advice to listeners regarding resisting the virus, and conveying a serious tone in their announcements all did well.  Of course there are always those that don't work, as well.  Below are a sample of each and some tips for using radio effectively in crisis times.

Topics: Media, Integrated Marketing

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.

Topics: Media, Integrated Marketing

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

Today's post highlights best/worst Out-of-Home ads for two of the four Data-Driven Keys featured in our new eBook: Awareness and Messaging. OOH advertising is very powerful and under-appreciated. This is the second of three posts focusing on the best and worst of thousands of consumer-panel evaluated OOH ads.  For insights on other media types, see our resources page - Integrated Media in All Media Types.

Topics: Data-Driven Keys, Media, Out of Home (OOH) Advertising