This blog post focuses on high vs. low consideration categories, and is an excerpt from the full paper which aims to explore how campaign effectiveness has changed over the past few years, how those results vary by industry, and how frequency plays a role in advertising effectiveness.
Tag: Molly Elmore
The top categories of advertisers in the InsightNorms database all face different marketing challenges for their various products and services. The entertainment category has the best track record for driving increases in awareness of their brands; however, many products in this category are new, which makes it easier to increase brand awareness.
by Susan Zhou, Market Research Manager at InsightExpress
InsightExpress has developed a new white paper, written by Molly Elmore and me, exploring the normative data in the InsightNorms database. Many of the findings released in the analysis shed new light on the performance of online marketing campaigns.
One area explored is whether campaign performance has changed over time. Data analyzed for campaigns measured over the past three years in indicates that performance in both awareness and persuasion metrics has remained constant. This means that, while digital campaigns are still effective, they generally have not become more (or less) effective over time.
Who doesn’t like new industry data?
Since you’re reading this post from a blog called InsightfulAnalytics, I’m going to go out on a limb and assume you have an appreciation for new stats. Today’s data “fresh catch-of- the-day” provides a preliminary overview of the performance of tablet campaigns. Please consider the newness of the tablet channel when reading this post. Since we are limited in the volume of data that we have for today’s analysis, we’re sharing some promising directional averages versus more established norms.