Special Guest Michael Wolfe, CEO of Bottom-Line Analytics, repurposes his recent article on advertising effectiveness through the efficacy of different Television spot lengths. If you've followed the ABX Advisory, you've seen a number of articles from Michael utilizing his vast talents in market mix modeling to yield best practices for advertisers.
Topics: Trade-Offs in Ad Effectiveness Measurement, Advertising Effectiveness, Television
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, OOH, radio, Free-Standing Insert, Advertising Effectiveness, Digital, Television
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. Be
Topics: Retail, Media, Back-to-School, OOH, radio, Free-Standing Insert, Television, Online
It is unlikely you’ve not seen Jennifer Garner as Capital One’s Venture® Card airline mileage credit card spokesperson, or Samuel Jackson pitching its cashback card. Capital One has produced dozens of different versions of their ads for each of their cards. When creating integrated advertising campaigns, it's critical to understand how each media type has its own strengths. For more on integrated marketing, see our resources page here.
Topics: Financial Services, Credit Cards, Advertising Effectiveness, Print Advertising, Television
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: Food, Retail, Television
