- The study examines how six different advertising channels – TV, print, out of home, online video, radio and online display – perform for each sector.
- TV is the safest investment in the short term for FMCG, while out of home, TV and online video deliver high long-term multipliers.
- Advertising investment in Retail is of limited risk: Even in the short-to-medium term, 75% of Retail advertising campaigns – and 94% of TV campaigns – pay back on their investment.
- TV drives short-term profit for Financial Services brands, while out of home and TV have the highest long-term multiplier....
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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