Marketing expert Grace Kite thinks that reports on ad effectiveness often do not tell the whole story.
New Grace Kite research finds 40-50% of ad budget online brings highest returns. This obscures the important lessons that the totality of the industry can provide about the business, argues Dr Grace Kite, whose new dataset holds valuable, agenda-resetting insights.
Why it matters: Most brands don’t win awards for their advertising. Most advertising makes little difference, or things go wrong, or key people leave, but lessons from the norm of advertising are fundamental to understanding how the industry works and how to improve it. This new dataset tells a very different tale from analyses of award-winners only.
Only subscribers of WARC can read the full article.
Source: Peña-Taylor, S. (2021, October). Event Reports, EffWorks Global, October 2021.