ABX Advisory

 For you espresso and gelato lovers, Ferrero's  "Pocket Coffee Ice Cream Stick" ad was one of the Top International In-Market Online Video Ads Of The Week measured for advertising effectiveness by ABX Advertising Benchmark Index the week of 8-16-22.  The ad had an ABX score of 134, that was an above average score for GenPop, Category, and Medium.  ABX's Gender Equality Index (GEI) for the Male and Female Characters were  both above average.  This ad had an ABX Index for purchase of 249!  In addition to scoring high on all ABX Index scores there must be a lot of espresso and gelato lovers, like myself, in Italy!I

Topics: Retail, Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, digital, ferrero, espresso, gelato, confections, advertising research, international

 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.  The ad 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 showed different 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

The recent AdWeek Announcement of a celebrity Brand Visionary and 12 Brand Geniuses begged the question: are their ads reflecting higher Reputation scores as a result of their corporate outreach efforts?   We've borrowed from the stories of AdWeek's T.L. Stanley, Patrick Kulp, Lisa Lacy and Diana Pearl, who interviewed these marketing heroes.  Since ABX has tested more than 250,000 ads across all media, we decided to take a closer look.  Join us! 

Topics: Retail, Telecom, Cable and Internet, Gender Equality Measure

Are consumers spending more for Holiday In-Store or Online?  During the Black Friday and Cyber Monday weekend, which of the two are getting the lion's share?  We've been watching this for the past five years through a Share of Wallet survey during the seven weeks surrounding the big weekend. The purpose is to see what respondents are spending for gifts at the top retailers.  The data provides insights to our retail clients, so they can tie results to their ad effectiveness results.  We hope it is also useful to you. This year's survey covered 14,110 respondents, or roughly 2,000 per week over seven weeks.

Topics: Retail, Integrated Marketing

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.

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

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.

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

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

Welcome to the ABX Advisory, a new blog providing insights on advertising creative that boosts ROI and minimizes investment risk. Today's focus is on the Retail-Grocery category highlighting two especially effective ads from  competitors, Walmart and Kroger.   For a broader look at competitive advertising, click here.

Topics: Retail, Television, Food and Beverage