Traditional Channels Are Shrinking When Was the Last Time You Watched a TV program or Read a Newspaper? Did you know that the biggest digital platforms by traffic, like Google, are still dominating, despite emerging competition like ChatGPT’s new search engine. These platforms give us unparalleled insights into consumer behaviour, allowing businesses to target with precision, optimize campaigns, and maximize ROI. #Marketing #Advertising #Business #Innovation
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Back in 1992 AT&T made a set of commercials for a Marketing campaign called "You will".?These commercials, ahead of their time, depicted the future possibilities that the internet would bring to humanity with astonishing accuracy. Fast forward thirty years, and the companies that are actually providing these tools to users are the likes of Amazon, WhatsApp, WeChat, and Google – entities that didn't even exist in 1992. I think we are facing the same scenario today: How many people do you know who can confidently predict 'what you will be able to do' thanks to #generativeAI?? And more importantly, how many do you know who are actively experimenting and transforming that vision into tangible tools or services? Who should you trust: the opinionated or the doers?
AT&T - 1993 "You Will" Ad Campaign
https://www.youtube.com/
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CEO of Bobble Digital (UK & UAE) - An Award Winning Digital Marketing Agency. Mr Bobble host of Bobble Pod.
Some interesting insights to the Google Marketing Live Keynote. We've summarised everything in a Blog Post for you. Take a read below. Follow Bobble Digital LTD for more educational content. #Google #googleads #digitalmarketing
Earlier this year our Paid Media team were in attendance for the Google Marketing Live Keynote 2024. This year’s event highlighted the transformative potential of AI across Google’s product suite, emphasising how AI can be swiftly implemented to enhance marketing efforts and drive better consumer engagement.? ??Read our takeaways from the keynote in our latest blog, linked in the comments
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Strategic Head of Marketing | Multi-channel marketing + comms leader | Experienced in driving revenue, growth and brand awareness
OK, so you’re the CEO and you have ￡1m to spend… what do you do? Your team have given you two options: 1) Make a deal with a supermarket, get more shelf-space, x2 your investment 2) Spend it all on advertising, reach 52% of the population several times and increase brand consideration by 2% Which one do you choose and why? Well according to Thinkbox’s excellent Profit Ability 2.0 report*, option 2 would actually deliver ￡870k return… in the short term alone… Two years later, considering the sustained effects of the campaign, this is estimated to be even higher – a whopping ￡3.1m return. ?? This may be oversimplifying slightly, and diminishing returns is sure to have an impact, amongst other things, but it still points to a huge opportunity. For example, this doesn’t necessarily include planning/production costs – and of course the work needs to be good work, you couldn’t just use any old tosh and whack a spend behind it – but there’s clearly some wiggle room there to afford worthwhile creative. I only wonder how much the big brands have skewed the data here… i.e. the larger the budget = the greater the cumulative brand recognition = the easier the cut-through = the greater the ROI, and so on, and so on. I’d love to see these short and long term ROI figures broken down for specific cohorts to see how their historic investment might have effected the outcome. i.e. B2B vs B2C, StartUps vs ScaleUps vs SMEs, National brands vs Global brands, probably all really interesting. Maybe something for next year's report? *All info shamelessly lifted from the Profit Ability 2.0 report (see link below) – which is excellent. Thanks to Mark Ritson and Andrew Tindall for sharing in the first place.
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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Global Media planning and buying at inDrive, second most downloaded ride-hailing app. Marketing effectiveness growth ambassador. ex Co-founder in Dating Tech
I have great admiration for summary research that distills insights from diverse industries into a unified perspective on advertising dynamics. The work here is truly impressive, shedding light on media channel effectiveness and opening up new avenues for thought. However, I find myself questioning the applicability of these findings to my company and our ad campaigns. While it's tempting to see parallels across brands and sectors, I struggle with the notion that they share substantial similarities. From my perspective, factors like: 1. Brand maturity 2. Category specifics 3. Geo distribution strategies ... are pivotal in shaping what effectiveness benchmarks should look like. These nuances often make a one-size-fits-all approach feel overly simplistic for our unique context. Olga Zaitseva hello friend! ?? What do you think?
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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Converting Visitors into Customers with Strategic Digital Marketing Solutions | Founder & Chief Marketing Officer at Anvisory
?? Master the Art of Micro-Moments: Transforming Consumer Engagement in Seconds! ?? Dive into the game-changing concepts that are reshaping the digital marketing industry. From understanding the psychology behind micro-moments to leveraging cutting-edge tech like AI and AR, discover how brands win hearts, minds, and dollars in this fast-paced era. Ready to capture attention and drive conversions? Let's read more! #linkedin #branding #businesstips #digitalmarketing #networking #marketingagency #businessowner
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Data Driven Marketing | Retail Media | Digital Identity | CTV | CRM | Loyalty | CDP | CLMP
This is a really interesting piece of research. Think one issue with Dig. Media is how it is bought - most media has low / no identity so the "Who" I am targeting, and persistence of communication across channels and over time is not met. As a result the channels' claims to be data driven, and personalized are largely, bullsh1t. The solution is to have a high ID solution, that optimizes to validatable incrmental return - results in a different type of media buy, focused on individuals and changing behaviour and not just spanking out loads of low cost / low value impressions. Digital media driven by 1p data activations in Retail and Commerce media will be key in changing this channel and how it performs. #coreid #1pdata #retailmedia
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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Sorry but this is grossly misleading. Most MMM models substiute the term ROI when they really mean ROAS. Nowhere in this study do they ever explain the “profit” or “ROI” calculation method. You can only assume that by ROI it actually means ROAS. Also the vast majority of this data is from very large brands that have ubiquity in the market, and it’s heavily weighted towards categories that have a certain amount of control over the final distribution point such as retailers and auto manufacturers. So, to make blanket statements about all advertising, all categories, or all brand managers and how they should follow the advice contained in this study is bunk. Yes, TV is effective in certain use cases, but it’s not something that all companies should have in their marketing plans.
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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The thing is, not many CMOs or media planners would disagree with this... so why does money continue to move to less effective channels?
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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Objection to Linear TV Advertising? One word: "Sustained" This award-winning media research below is essentially media channel effectiveness in a single chart, and shows just how valuable TV advertising really is - especially for long-term "sustained" brand-building, but also for "immediate" and "carryover" performance metrics. Which is timely validation for investing in STV Group plc Christmas Idents for Johnnie Walker Princes Street this festive period. And it's interesting news for digital folk too. The analytics data shows PPC and Paid Social also score relatively highly compared with other channels. So while we might talk about a social ad for a week, it's TV ads we'll be talking about for years to come. Thanks Andrew Tindall for sharing.
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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A great reminder of channel effectiveness as we enter into the new year! If you haven’t already, do take time to read the full report. (accolades for the research are well deserved)
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
I'm bored of Jaguar chat Here's the best media research you'll ever read. This chart is from the most impressive media research I've read - Profit Ability 2.0. It's the key to understanding how media channels play into the long and short of it. Last night, it won the best "Application of Analytics" at the Market Research Society (MRS) awards. For very good reasons. By combining ￡billions of MMM studies, they have unlocked new knowledge for marketers. Here's what shocked me most: - If you include long-term profit effects, advertising generally creates ￡4+ profit ROI. - All channels pay back in the long and short. Even Pay Per Click has long-term effects. - Channel planning should use "Scale, Efficiency and Time". This was a large unlock for me - too much channel planning is done from a personal bias. - All categories would benefit from more TV in their plan. Quality, affordable scale! - Print, Cinema and Radio are underinvested and currently generate a higher % profit than their % media spend in plans. - TV is the best "performance" channel. It pays back most, quickest! - Brand managers need to be aware of saturation points, you're probably overspending in younger digital channels and losing cash. Congrats to Anthony Jones, Jane Christian, Olga Zaitseva, Dominic Charles, Nic Pietersma, Paula Cervilla García, Rupen Shah, Chris Dunne, Richard Kirk. Get the entire thing free on the Thinkbox website here: https://lnkd.in/eE7VnQYU I share #advertising and #marketing insights daily, follow for more.
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