Online advertising is swallowing up an ever-growing slice of the advertising pie , but it has not escaped the fiercest criticism. Many argue, after all, that this advertising formula is a kind of anathema to advertising effectiveness .
However, a recent study carried out in the United Kingdom by the Advertising Research Community (ARC) refutes the idea that online advertising is the enemy of advertising effectiveness.
advertising campaigns has been on the iran number data rise over the past five years , probably because advertisers have finally learned to use online channels properly.
In carrying out its research, ARC examined 343 non-prize-winning campaigns, which were assessed as having a specific effectiveness model . These campaigns involved an investment of £5 billion (around €6 billion) and generated an average of £3.80 for every pound invested.
Advertising effectiveness has taken a huge leap thanks to the increasing skill of marketers in sinking their teeth into online advertising.
According to the report, the fact that advertising effectiveness has taken off in recent years is largely due to the fact that advertisers have developed a better understanding of online advertising and the channels through which it operates. As a result, the level of return on investment has returned to the levels of 2005, when online advertising was not as omnipresent as it is today.
According to the study, the period between 2005 and 2016 saw a marked shift in advertising budgets towards new digital channels. During this period, marketers experimented extensively with these new-generation channels and finally found a balance in 2016.
The report states that the most optimal division when allocating advertising budgets is to allocate 55% to offline media and 45% to online channels.
"Advertising works and we understand online channels better than we ever have before . And even non-award-winning campaigns are often just as effective as award-winning ones," says Grace Kite, one of the authors of the study.