The WARC Podcast Proving the link between advertising and profit
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Jan 23, 2025 Join Jane Christian, Managing Director of Analytics & Insight at EssenceMediacom UK, Rich Kirk, Chief Strategy Officer at EssenceMediacom UK, and Nic Pietersma, Group Director at Ebiquity, as they dive into the latest findings of the 'Profit Ability 2' study. They discuss how recent global challenges have reshaped marketing effectiveness and the importance of rigorous data analysis in assessing advertising ROI. The trio highlights the significance of balancing short-term and long-term strategies while exploring the surprising effectiveness of traditional media channels in driving profitability.
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Post-Pandemic Media Shift
- COVID-19 caused shifts like increased work from home, impacting out-of-home advertising efficiency.
- Digital media compensates losses in traditional media, with gradual rather than abrupt changes.
Long-Term ROI is Crucial
- More than half of advertising's payback is realized over 12 weeks after airing.
- Immediate results are just part of the total; long-term returns crucial for true ROI.
TV's Dominant Profit Role
- TV delivers the largest profit contribution, especially in the long term.
- Short-term TV ROI is middle-of-the-table but drives high volume profit.