In recent years, a treasure trove of new advertising effectiveness studies has revealed how advertising works. These lessons and best practices can benefit brands of any size. These studies have been published by global leaders in marketing effectiveness. This week’s Cumulus Media | Westwood One Audio Active Group® blog examines the key findings from a number of these studies.
- The key to advertiser revenue and profit growth: “Be known before you’re needed”
- Balance brand building to create future demand with performance marketing to convert existing demand
- Excessive use of sales events and lower funnel tactics leads to performance marketing “valley of death”
- Creating future demand via brand building improves conversion rates, lifts share of search, and is responsible for most revenue and profit growth
- Avoid a dangerous obsession with ROI; Focus on growth in customers, revenue, and profit
- Small brands: Beware the sales cliff drop of “going dark”
To read the full blog post by Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/11/09/masterclass-part-one-how-advertising-works/
To view a 30-minute video of the key findings, visit: https://www.youtube.com/watch?v=YkRTnv0rGuk
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