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The WARC Podcast
Proving the link between advertising and profit
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.
41:56
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Quick takeaways
- The updated 'Profit Ability 2' study emphasizes the need for advertisers to adjust their expectations regarding the timing of returns on their media investments after significant market changes.
- Research findings reveal that while traditional media like linear TV has become less effective, digital platforms may provide better efficiencies, prompting strategies for optimized spending across channels.
Deep dives
The Urgency for Updated Advertising Insights
A renewed urgency for a comprehensive advertising study arose following significant market shifts and challenges posed by the pandemic and rising living costs. The original 'Profitability' study from 2017 had established advertising as a profitable growth driver, but the changing landscape necessitated a fresh perspective. By including a larger array of brands and sector-wide data, the updated study aimed to reflect current realities impacting advertising effectiveness and return on investment (ROI). This extensive re-examination helped address uncertainties in advertising strategy that had grown amidst evolving consumer behavior and market conditions.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode