Why Switching Ad Campaigns May Not Be the Answer
In reading the advertising trade press, it’s striking how many advertisers are launching new campaigns at any given time. Not surprisingly, these often follow a change in ad agencies, which often follows a change in senior marketing management on the client side…
Copy Testing Without Accountability
Most advertisers would love to know in advance whether the new ads in which they invest so much were going to actually work in-market. So they copy test, often testing several different concepts, selecting a winner, and then fine-tuning on the basis of the diagnostic feedback they gain.
Cord-Cutting, Tipping Points and Advertising
Recent reports confirm that the number of consumers who have decided that they don’t need cable companies anymore has increased dramatically lately….
Why ‘Popularity’ Doesn’t Equal Success in the Ad World
On the behavioral side, some of the most well liked campaigns and executions are actually less successful in changing behaviors than those that have more average liking.
Optimizing Your TV Investment With More Executions
How far will your advertising dollars go? Advertisers are trying to make the most of their budgets by minimizing the investment in ‘non-working’ dollars – readjusting investments to produce just one TV spot in place of a pool of executions. The popular idea that more media exposures translates to better returns isn’t necessarily the case. In fact, reworking your ad budget to produce multiple spots can pay off in greater campaign...
Digital Media and Marketers: Love Affair or Friend Zoned?
Most marketers agree: There is a lot to love about digital as an advertising medium. It is highly targetable, cost efficient, extremely trackable, easy to optimize on the fly, and ever evolving to more effectively buy and serve ads…