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Trends of the Month: ROI, B2B and next gen TV

Opinion • Rob Clapp, March 2021

This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences.

There are now over 130 marketing metrics – but brands may need fewer than ten

Article • Genevieve Silk, Research on WARC, March, 2021

Measuring return on investment is a fundamental part of any new or ongoing initiative and brands need accurate and effective metrics in order to do this.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Half of brands achieve an ROI of $1.06

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the distribution of return on investment (ROI) from $1 spent on media.

B2B seeing better ROI from videos but challenges remain

Data • Rob Clapp, WARC Data Points, February 2021

An overview of video content for B2B marketers, how ROI has changed for them and the challenges they face.

One-tenth of successful campaigns see a profit return of at least 10 times the investment

Data • Zoe McCready, WARC Data Points, January 2021

A summary of the distribution of profit ROI figures by ROI range based on an analysis of WARC's effectiveness case studies since the year 2000.

The power of effective outcomes measurement in the new normal

Opinion • Lana Busignani, January 2021

Marketing budgets have been reduced but millions of dollars will still be wasted in 2021 because marketers aren’t measuring the right things – they need to get smarter, says Lana Busignani.

Preparing for the next black swan using data-driven simulations

Article • Mike Menkes, WARC Exclusive, December 2020

This article looks at the necessity of scenario planning for businesses going forward, as COVID-19 is just the most recent ‘black swan’ event to roil businesses.

Three-quarters of brands aren't sure about ROI from influencers

Data • Rob Clapp, WARC Data Points, December 2020

An overview of influencer marketing during the coronavirus and the ability of brands to measure impact.

What’s a successful campaign ROI?

News • 09 December 2020

A new analysis of WARC’s database outlines the returns on investment (ROI) marketers can expect from successful advertising campaigns.

Demand generation: how we made econometrics free to all

Research Paper • MRS Awards Papers, Winner, MRS Award for Media Research, 2020

Thinkbox, the marketing body for commercial TV in the UK, made rigorous econometrics available to all for free by building Demand Generator, a unique, online took that determines the optimal media mix specific to a brand's category, budget and goals.

India’s social media apps start to think about making money

News • 02 December 2020

Indian social media apps have been quick to take advantage of their government’s ban on scores of Chinese apps and, having accumulated users, are now looking to monetise them.

ROI benchmarks report

Data • WARC Data, November 2020

Using its database of effective advertising campaigns, WARC analysed 1063 case studies that contained ROI information.

All media has an omnichannel impact

News • 11 November 2020

Offline advertising channels drive online sales, and vice versa, and a new study reports that businesses embracing an omnichannel marketing strategy can increase ROI by 32% in comparison to those that do not.

Why you need a strong brand to win in e-commerce: Adidas' Simon Peel

Opinion • David Tiltman, November 2020

In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.

There’s value in managing data correctly

News • 06 November 2020

Data and marketing professionals estimate that for every £1 spent on consent and preference management systems, they receive an average of £40.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

APAC marketers shift priorities to lead growth and improve ROI

News • 19 October 2020

Marketing has a major role to play in driving growth for their business and marketers are adjusting their priorities, according to a new report from Salesforce Datorama.

How brands can adopt a new approach to measuring brand experience

Article • Christophe Castagnera, WARC Exclusive, October 2020

Advice on how brands can more accurately measure the impact of customer experiences.

B2B marketers face content challenges during pandemic

News • 08 October 2020

Content marketing, the means of reaching audiences and engaging with them, is perhaps as important now during a global pandemic than ever before, yet a new survey suggests business-to-business (B2B) marketers have some important challenges to overcom

General rules on how to balance long-term brand building vs short-term activation

Article • Paul Dyson, WARC Exclusive, April 2020

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.

Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when

Research Paper • Moon Young Kang, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 483-498

When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar.

Re-visit, re-organise and re-plan: Measuring campaigns in post COVID-19 India

Article • Mukta Lad, WARC Exclusive, June 2020

ad:tech hosted ‘Building Metrics that Matter’, a webinar to understand how a post-COVID reality might make for a new way to look at campaign measurement metrics.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.