Tips for Media and Creative Cross-Platform Success

Summary

This 2016 presentation summarizes key findings from the first phase of the ARF’s “How Advertising Works, Today” project. Using a variety of research sources – including analyses by Analytic Partners, Comscore, IRI, and Millward Brown – the project addressed many of marketers’ most important strategic issues, such as :  How should I invest across platforms?  Which platforms are most effective together; does this differ by demographics; and what is the most effective cross-platform creative strategy?

The findings resulted in these recommendations to marketers:

• Invest in multiple platforms rather than shifting advertising dollars from platform to platform
• Add traditional media back to your digital investment to maximize ROI
• To reach Millennials use traditional and new media – not just mobile
• Maximize the return on your digital advertising by optimizing frequency
• Create a unified creative strategy across platforms

Building on these findings, the “How Advertising Works, Today” project addressed issues related to optimizing creative for different platforms, especially Mobile, and other issues in 2017.  Presentations on those studies are also available.