Re-evaluating media

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

  • The five most important media attributes for growing a brand in the longer term are: targeting the right people in the right place at the right time, increasing campaign ROI, triggering a positive emotional response, increasing brand salience and maximising campaign reach.
  • Combining the evidence scores from all 12 attributes firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home, with online display being the weakest performer.
  • With the exception of TV, advertisers undervalue traditional media, especially radio, and they overrate the value of online video and paid social.
  • There...

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