optimizing vs minimizing media

changing the conversation from lowest cost to best value

Not all media exposures are created equal, and some are definitely worth paying more for. Detailed findings from the Ipsos Optimizing Media research outline what makes each touchpoint unique for different categories and brand objectives.

This Ipsos study, conducted in partnership with thinktv, explores the intricacies of paid media touchpoints and the role they play in achieving different brand objectives — including what media is worth paying more for.

Check out the original presentation, the video, and the detailed findings that highlight the differences between categories, age, gender, and income.

detailed appendix   presentation deck       video     

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related research

ad nation 2023

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speaker

Ross Hugessen’s passion is building great brands. In his current role as Senior Vice-President, Ipsos, Ross works with multiple global Fortune 500 companies and top Canadian brands to help them effectively evaluate their brand communications strategies in this new era of paid, owned and earned communications. Prior to joining, Ross spent his career as a marketer of some of the best known and respected global brands. His award-winning marketing, advertising and research experience includes the successfully execution of multiple brand launches and repositioning projects for many global powerhouse brands.