Over the last seven years, the Cumulus Media | Westwood One Audio Active Group® has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors:
- Brand
- Creative
- Reach
- Recency
- Targeting
We compared marketer and media agency perceptions of the five sales drivers with Circana sales effect data.
Key takeaways:
- Creative: Marketers and media agencies massively understate the immense sales effect power of creative.
- Andrew Tindall, System1’s Chief Growth Officer, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies that bring the talent, tools and knowledge to make work that works.”
- Targeting: Marketers and media agencies overestimate the impact of targeting by 2X.
- Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.”
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