Thinkbox comissions Ebiquity with TV advertising review
Thinkbox, the marketing body for commercial television, has commission media and marketing insight business Ebiquity to undertake a study of return on investment in advertising.
The review will see Ebiquity review the two previous Payback studies by Thinkbox and expand on them across nine marketing categories, including analysis of brand equity, sales return and ROI on brand advertising during the recession.
The different roles played by TV advertising within marketing will also be examined, as will the relationship between advertising creativity, engagement and business success.
Advice for planners on optimising TV advertising effectiveness will also be provided.
Neil Mortensen, research and planning director at Thinkbox: “Payback studies are a part of Thinkbox’s DNA. Nothing is more important than understanding advertising effectiveness and I’m looking forward to working with Ebiquity to build on our two previous payback studies.”
The findings of the report will published later this year.