Ehrenberg-Bass News

Creative eats targeting for breakfast, along with optimisation and every other factor marketers can control. Yet the vast majority of B2B ads are effectively a waste of space because they follow a tired formula – voiceovers, heavy on text, logo at the end – per a study of 600 ads by the B2B Institute. It found 71 per cent were highly unlikely to deliver any growth. To stop brands wasting money on "boring Power Point" ads, Partnerships Lead Derek Yueh unpacks some simple creative guidelines to help marketers stand a far better chance of delivering growth.

A recent study by Professor John Dawes from the Ehrenberg-Bass Institute helps us to understand why. Hold on to your chair because you might be about to have a jaw dropping moment…

In the WARC Anatomy of Effectiveness 2022 white paper you will find the five priorities that you as a marketer must set in order to advertise effectively.

What actually happens to my brand and sales figures if I don't use media for a while? That is a question we get quite often. A good answer to that question does require some research. It depends on several factors, such as your current fame, how many other brands you compete with in the industry and what they spend on media and of course how long you don't use media.

Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.