the evolution of effectiveness
The Evolution of Effectiveness: The ARC project
Advertising is only worthwhile if it is effective – Peter Field recently declared a “Crisis in Creative Effectiveness” – but in this presentation, Dr. Grace Kite, Economist and Founder of Magic Numbers, says that while advertising effectiveness may have declined in the past, her new research indicates a considerable uptick in return on investment over the last five years.
In this engaging presentation that covers the results of the ARC Project research, Grace warns us about the perils of faulty attribution, recommends a Digital / Offline mix of roughly 45% / 55%, and highlights the importance of acknowledging – and properly implementing – the two different tasks for digital advertising: (1) Advertising to drive new sales; (2) Ads that act as sign posts – helping people that are already on their way to your website arrive safely.
This research-filled presentation includes important lessons for all marketers.
DR. GRACE KITE
Founder & Economist, Magic Numbers
With more than 20 years’ experience, Dr. Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.
Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.
After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.
Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.