Newsworks insight director Denise Turner writes for WARC about the latest analysis of the IPA Databank case studies.
It is a truth universally acknowledged that a brand investing money in advertising must be in want of a return.
Apologies to Jane Austen for this 21st century adaptation of her famous opening line from Pride and Prejudice. It is, however, true. No advertiser spends just for the sake of it – they do so to deliver business results.
Proving the link between advertising spend and return is, in theory, much easier than ever before, with the arrival of digital marketing opportunities that seemingly offer an easy way to measure campaigns. But it’s not that simple. For some time now I’ve been writing about the challenges there are in measuring effectiveness in a digital world.