Three-quarters of television ads for business-to-business (B2B) brands drive no long-term growth, according to analysis by LinkedIn, the business-orientated social network, and System1, the research firm.
Drawing on a sample of over 2,000 ads from System1’s ad-ratings database – a resource currently housing over 40,000 TV spots from the US and UK in total – the two companies found that 75% of enterprise-focused ads scored one star on an ascending five-star spectrum, where the highest-ranked messages can yield market-share growth of three percent over the long term, while the lowest performers have zero impact.
Among the remaining 25% of B2B...