We don't need to talk about ads: Why only some advertising gets talked about on social media and becomes famous

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.
  • Even among followers of a brand's Facebook page, only 0.5% ever specifically talk about them.
  • And, for advertising, Ipsos Global Trends data found people more than twice as likely to agree online advertising is “annoying” rather than a source of information to “share with colleagues and friends” (73% vs 30%).
  • Distinct creative devices alone are not generalisable enough to achieve media efficiency for your brand....

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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.

Insights Team
Bray Leino

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