Ebiquity will review two previous Thinkbox Payback studies and expand on them, using its econometrics database of more than 3,000 models across 9 marketing categories.
This will include analysing brand equity, sales return and ROI for brands advertising through the recession.
The study will examine the different roles that TV advertising plays in the marketing mix and in different markets. It will also explore the relationship between advertising creativity, engagement and business success and provide advice for planners on optimising the effectiveness of business campaigns.
A recent international study from Fournaise Marketing Group found customer engagement with cross-channel advertising campaigns is falling.
Andrew Challier, effectiveness practice leader at Ebiquity, says: “Ebiquity’s experience in this area means we have a tremendous understanding of how different media channels affect sales built up over many years. Payback 3 is an opportunity for us to enhance further our understanding and that of the industry as a whole.”
Thinkbox’s previous Payback studies were carried out by PricewaterhouseCoopers and claimed that TV advertising pays back 4.5 times its initial investment.