public

Loading...

Media in focus background

published by Glorywood

Want to create a visual like this?

Get Started
UPDATING EFFECTIVENESS THEORY
THE BACKGROUND TO LES BINET AND PETER FIELD'S LATEST RESEARCH 'MEDIA IN FOCUS'
Les Binet and Peter Field are widely regarded as sages of marketing effectiveness, their research eagerly anticipated by the marketing community. Their new report, 'Media in Focus' is the first chapter in a series of papers called 'Marketing Effectiveness in the Digital Era'. It will be available to buy from 14 June 2017
THE AUTHORS
UPDATED FINDINGS
'Media in Focus' updates the findings of two previous papers (links below) in the context of the growth of online media channels.
1
      Marketing in the Era of Accountability (Warc 2007)
      The Long and the Short of It (IPA 2013)
TIMELINE
Data has been gathered from 1998 until 2016
2
1998 - 2006: WEB 1.0
2006 - 2016: WEB 2.0
Online marketing was rapidly expanding, but Online video and social media had yet to play a significant role
Early online marketing techniques start to come to maturity, coupled with a big expansion in the use of video and social
DATA SOURCE
3
Every year the entrants to the IPA's Effectiveness Awards submit detailed case studies of integrated marketing campaigns They submit confidential data that is also entered into the IPA Databank
Data includes: Campaign inputs such as strategy, media choices, brand circumstances Campaign outcomes like: business effectiveness measures, efficiency, ROMI, brand measures
IPA EFF AWARDS
IPA DATABANK
DATA QUANTITY
4
The number of case studies analysed
The number of case studies from 2014-2016 when 98% of them integrated online channels
58% of the case studies from 2014-2016 were submitted with full econometric models
497
118