Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising's long-term impact. The value this exercise would deliver to the business, however, was unprecedented.
Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a brand can now see how many posts support their intended position, how many are off target, and how many are simply ambiguous. This presentation demonstrates how the AI tool works, highlights the role of archetypal alignment across touch points, delivers a practical framework where brands can specifically identify the nature of their optimal social media imagery, and concludes that understanding archetypal codes is the key to optimising ROI in Social Media.
The truth is companies spend millions of dollars on advertising and they don't truly know what works and what doesn't. They have no way to establish a ROI on a TV commercial or a Radio ad. At best, they can estimate the number of people that saw the commercial, but that's still quite far from a return on investment. We were hired by Volkswagen to count the number of people that go into their distributors and ask them a few questions to evaluate the service. We have done this for over a year. Our innovation was to ask Volkswagen for their investment on advertisement day by day. With this data and the data on the number of visits per distributor we develop a model to evaluate which half of the investment was useful and which wasted.
Advertisers desire accountability for their media expenditures. Information Resources Inc. (IRI) findings and other studies highlight that a critical variable in explaining sales is prior brand purchase. Secondly, reaching more of the brand target tended -to generate sales increases. This paper reviews an analytic approach that attempts to integrate these two hypotheses. It does this by analyzing the potential effect of incremental brand reach and its contribution to sales. The method is to calculate reach and frequency of specific brand network TV schedules in terms of how well they reach brand users vs. non-users. The reach difference between them is Incremental Reach. Incremental reach is used to analyze how well a schedule is targeted and its estimated contribution to sales. Targeting users directly, rather than using surrogate age and sex demographics, can lead to significant increases in incremental reach and incremental sales.
This paper presents a comparison of the radio landscape and radio advertising in European countries. The commercial radio landscape in Europe varies considerably from country to country, ranging from Sweden where there is no commercial radio to Italy where there are around 2,5 commercial stations. In many countries, broadcasting is dominated by the state-run national networks and stations (eg. Austria, Switzerland, UK), others have a highly de-regulated set-up without the co-ordination of networks (eg. Italy, Finland). Radio advertising expenditure depends on many factors, most obviously the reach and audience size of commercial radio. Regulations play a large part in many countries and can make the medium inflexible. In some countries governments have ruled against the formation of networks by local stations, thereby making it difficult to provide the mass market penetration which is attractive to large advertisers. The paper looks at these and other factors, covering types and numbers of stations, audience reach, commercial stations' share of radio audience, average time of listening, the distribution of total advertising expenditure on national and local advertising, and media cost level for commercial time. A systematic comparison of these factors between countries is presented. Based on this, radio advertising expenditure in Denmark is forecasted, and its relationship to coverage demonstrated. Conclusions are presented on how these factors determine the radio advertising potential and radio share of total adspend.
In consumer markets, predictions of the demand for new products are often made using intention surveys. The applications of intention surveys on industrial markets, however, are rather limited. This study shows, how an intention survey can be applied to predict the effects of a new entrant into an industrial market. Predictions are made of advertising expenditures in the Netherlands after the introduction of private broadcasting.
This paper is divided into four parts. The first part provides a brief overview of the free publication market which in the UK represents an estimated 30% of print advertising expenditure, dominated by controlled circulation business titles and local newspapers. The second part provides a case study of a series of pieces of research conducted on behalf of Financial Adviser. This shows how research helped circulation targeting and editorial design improve Financial Adviser's position in its marketplace. The third part makes some general observations about the need for research from the publisher's point of view, how advertisers can judge free publications together with evidence on readers' opinions of two titles. In the last section brief conclusions are drawn about the role of research for free publications, and what might constitute a successful free title.
Advertising expenditure in traditional media has risen faster than inflation during the period of analysis, with the exception of 1980 and 1981. Surveys and analyses show that expenditure in direct mail and various forms of sales promotion were about equal to those in the traditional media. The increase in advertising expenditure varied from 5.6 to 22 per cent during the period. These variations may be explained by two factors: -1 the demand for advertising space, determined by advertisers; and -2 the supply of advertising space, determined by the media. The demand for advertising space is determined by corporate profitability and the general business cycle. The rapid introduction of new products, as well as more positive attitudes towards advertising, also affects the demand for advertising space. The supply of advertising space was affected by the gradual expansion of the direct mail medium as well as by the abolition of the 15 per cent commission system in 1980. This abolition forced the media to become more actively self-promoting.
The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive threats and potential opportunities. The paper also discusses the evaluation of the relative success of each element of the promotional mix, again in relation to expenditure.
The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This first problem is further compounded by the fact that there often exists a tine lapse between TV viewing surveys and the availability of the results. With the help of the YOUNG & RUBICAM advertising agency, we have developed a TV viewing survey and forecast method in order to minimize those uncertainties. This method aims at better identifying the real viewing audience at the moment an advertising spot is broadcast.