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
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
Next in our series of data-driven keys to effective advertising is a focus on Out-of-Home Advertising, looking at what works and what doesn't in this under-appreciated medium. Great OOH creative can deliver on Purchase Intent like nothing else! This is the first of three posts focusing on the best and worst of thousands of consumer-panel evaluated OOH ads. If you'd like to see other insights on good/bad ads in other media, see our resources page on Integrated Media in All Media Types.
Topics: Data-Driven Keys, Media, Out of Home (OOH) Advertising
Like all mediums, Free-Standing Inserts (FSIs) can be enormously effective for driving Purchase and other Calls-to-Action, but only when the creative is strong. Today we'll look at some of the best and worst of thousands of FSIs benchmarked by the largest syndicated research database of measured ads in the world. If you'd like insights on great creative in other mediums, see our resources page, "Integrated Marketing in All Media Types."
Topics: Data-Driven Keys, Media, Free-Standing Insert
Radio Advertising Bureau's "Matter of Fact" newsletter shared ABX research on how radio may deliver the best ROI and ROAS of all with some smart creative! Examples are from Red Lobster, Discover, McDonald's and Home Depot. If you're interested in creative effectiveness across all types of media, see our "Integrated Marketing in Every Channel" resources page.
Topics: Data-Driven Keys, Media, radio
Retailers deployed a very different mix of creative tools for BTS 2015, using only half the number of creative executions (77 ads) as the prior year (146). As it turns out, fewer is better in terms of impact.
Topics: Retail, Media, Back-to-School, Out of Home (OOH) Advertising, radio, Free-Standing Insert, Television, Online/Digital
