The long-term impact of advertising

This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
  • To examine the long-term impact of advertising on the bottom line, the analysis focused on the ‘long-term multiplier’ to advertising impact across media channels; the long-term multiplier measures how much additional impact a business can expect to see in the long term versus the short term.
  • TV had the greatest long-term multiplier with 2.4, followed by Online Video, which includes advertising around Broadcaster VOD as well as services such as YouTube and video advertising on Facebook.
  • FMCG brands, which tend not to deliver short-term ROI, generate some of the highest long-term multipliers – an average of 2.3 across...

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