Judging channels on six-month activation gives the opposite verdict to judging them on long-term business effects - brand TV looks weak short-term but strong long-term, DRTV the reverse.
WarningBrand Strategy
Judging channels on six-month activation gives the opposite verdict to judging them on long-term business effects - brand TV looks weak short-term but strong long-term, DRTV the reverse.
Measure on six months and you will defund brand building without noticing. Brand TV looks weak on short-term activation (46% versus 48% without it) yet strong on long-term business effects (1.7 versus 1.3); DRTV is the exact mirror image (100% versus 53% short term, 1.5 versus 1.7 long term).
Source
Media in Focus: Marketing Effectiveness in the Digital Era - IPA, in association with Google and Thinkbox (EffWorks) (2017)
Les Binet (adam&eveDDB) and Peter Field (Peter Field Consulting), IPA Databank
Fig 53, Media in Focus (IPA 2017)
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