New research from Meta highlights the importance of long term advertising effects. Econometric analysis of over 3,500 campaigns reveals that 60% of the payback comes from long term effects, and only 40% from the short term.
#brand
#advertising
#marketing
#econometrics
#brand
#advertising
#marketing
#econometrics
This means that short term measurement measurement systems (which include most digital attribution models) probably underestimate ROI by a factor of ~2.5.
Short term measurement approaches tend to favour direct response channels, but this study shows that brand-building channels actually generate more sales in the long term.
Key factors for long term ROI include broad reach and long term consistency. Adding video to the mix is particularly effective.
The study shows that TV is still a remarkably powerful medium for long term brand building. But digital channels can build brands too, particularly those that carry video. Smart marketers should combine on- and off-line brand channels to maximise reach and effectiveness.
More details here: fb.watch/hn25OxJiNX/
• • •
Missing some Tweet in this thread? You can try to
force a refresh
