The Advertising Research Foundation Reveals Ground Breaking Research: How Advertising Works Today

Mar 14, 2016, 10:50 ET from The Advertising Research Foundation

NEW YORK, March 14, 2016 /PRNewswire/ -- The Advertising Research Foundation (ARF) is pleased to announce the findings from their new research study based on over 5000 campaigns, 12 years of data, $375B in advertising spend in 41 countries, across over 100 categories.  

This study, independently conducted by the ARF, was sponsored and supported by over 25 contributing companies including ESPN, Media Science, Neuro-Insight, Analytic Partners, Unilever, Kellogg, Levi's, Nissan, Starcom Mediavest, CBS, Facebook, Google, Marketing Evolution, Millward Brown, Marketing Evolution, iHeart Media, Meredith, Nielsen, and Comscore. There has not been a study done to this scale and depth in over 25 years.

This research definitively proves that advertising works. Groundbreaking insights include:

  • Marketers may be starving off growth by not investing enough in advertising as they shift the mix from traditional to new platforms, missing the opportunity to generate billions in additional return.
  • Spending across multiple platforms delivers greater ROI than any single platform – including for Millennial consumers.
  • "Silo-investing" – too much frequency via a single platform can lead to diminishing returns.
  • To jumpstart growth marketers can take advantage of the "kicker effect" of smart spending with specific combinations of traditional plus new media on the right platforms.
  • A unified creative strategy across platforms is key to compound the investment of a multi-platform campaign, but unified creative executions also need to be specifically tailored to each platform to ensure optimal consumer engagement.

Gayle Fuguitt, CEO and President of the ARF said, "We are pleased to lead this important initiative that brings scientific proof, measured opportunities and a roadmap for growth to the industry at C-suite speed and scale."

David Poltrack, Chief Research Officer, CBS Corporation, and President, CBS Vision, and Chair of the Advertising Research Foundation added, "The ARF is uniquely poised to connect traditional and new marketing and media insights and analytics directly to the c-suite to garner additional advertising investments."

About The ARF:
The Advertising Research Foundation ("The ARF") is an organization dedicated to creating, curating, and sharing objective, industry-level advertising research. ARF provides members with unique, research-based insights to make true impact on their advertising and build marketing leadership within their organizations. Founded nearly 80 years ago, The ARF's members today include more than 400 leading brand advertisers, agencies, research firms, and media-tech companies. Together, we challenge conventions and discover new, actionable insights through objective research at scale. Sponsors of the Re!Think conference to be held at the NY Hilton include CBS, Comscore, Millward Brown, Neilsen and Simulmedia.

Media Contact:
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SOURCE The Advertising Research Foundation