ABX Research and Analysis on Compelling Advertising
Read on to get a competitive edge in creating effective ad.
Evaluating Ads in Unexpected Venues
Evaluating ads in unexpected media placements can be like finding a pot of gold in a kitchen cabinet.
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PROSPECTIVE SUPER BOWL 2025 ADVERTISERS – WAKE UP!
The 2024 Super Bowl generated an ironic achievement. It was blessed with an estimated record number of 120.3 million TV viewers on CBS alone, according to Nielsen. However, a seven-year longitudinal study by Bottom-Line Analytics (BLA), an advanced analytics and...
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Seventy-Two Percent of Super Bowl Ads Miss the Mark in Driving Viewers to Act
Why did seventy-two percent of Super Bowl ads miss the mark in driving viewers to act in 2024? And why did overall average creative effectiveness for all ads dip to the lowest point in a decade? And why did so...
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Achieving Communication Greatness with Gatorades’ “Be Like the Greats” TV Campaign
On June 09, 2023, a lead story in Ad Age was PepsiCo-owned brand Gatorade reviving the “Be Like Mike” campaign. The new commercial is also one of the first ads launched under new Chief Brand Officer Anuj Bhasin. The new...
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Nike and United Airlines: A Paid, Owned and Earned Media Tale
Today's post looks at two case studies in integrated marketing communications - how paid and non-paid media interact in two major scandals - one with Nike and the other with United Airlines. The post is reprinted with permission from the Institute for Public Relations,...
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Super Bowl 2016 Ad Likeability vs. Effectiveness
Likability is neither predictive of creative effectiveness nor highly correlated against other key metrics. When we don’t copy-test an ad, we judge the ad based on whether we like it or not. The result is lots of underperforming ads and...
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