This report showcases five key ideas in effectiveness thinking that we’ve examined this year and where we think they're going next.
IDEA #1: At Cannes Lions, Morgan took to the stage with Jon Evans of ad testing firm System1 to reveal that the ‘cost of dull’ in the US alone was $189 billion – that is how much advertisers are overpaying in media spend as the price of poor creativity.
IDEA #2: B2B marketers are losing out by not addressing a cohort of ‘Hidden Buyers’: a Bain & LinkedIn study found that the average buying coalition at a business numbered 23 people, including several who were not usually addressed by the vendor’s marketing efforts.
IDEA #3: Businesses in disparate sectors are leveraging first-party data stores to become sellers of advertising; what started as retail media is rapidly becoming a much broader category of commerce media.
IDEA #4: 2024 saw a growing focus on new research into pricing effects of marketing activity.
IDEA #5: A first-of-a-kind study found that aggregate attention – the cumulative amount of attention a person gives to multiple ad impressions over time – is an important variable.
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