Ebiquity-重新评估媒体：关于媒体对品牌广告商的真正价值的证据（英文）-2020.12-36页_1002kb

RE-EVALUATING MEDIA: Summary

Core Content

This report re-evaluates the value of various media channels for brand advertisers, based on a comprehensive study conducted by Ebiquity. The goal was to assess which media are most effective for long-term brand building by identifying the most important attributes and evaluating how each medium performs against them. The study involved both primary and secondary research, including interviews with advertisers and agencies, as well as a review of published research and Ebiquity's proprietary data.

Key Takeouts

• Top 5 Media Attributes for Brand Growth:

  1. Targeting the right people in the right place at the right time
  2. Increasing campaign ROI
  3. Triggering a positive emotional response
  4. Increasing brand salience
  5. Maximising campaign reach

• Media Performance:

  • TV is rated as the best-performing medium overall.
  • Radio is the most cost-effective medium for reaching a mass audience.
  • Online display is the weakest performer, with limited effectiveness in targeting and brand salience.
  • Advertisers overvalue online video and paid social media, despite evidence suggesting otherwise.
  • There is a disconnect between the scale of online investment and the value it delivers.

• Recommendations:

  • Re-evaluate the media mix to optimise advertising budgets.
  • Be in control of programmatic advertising for greater transparency and accountability.
  • Improve creativity to balance integration across media and platform-specific optimisation.
  • Traditional media, especially radio, should be better valued for their long-term brand-building potential.

Main Findings

1. Targeting the Right People in the Right Place at the Right Time

• TV, radio, and magazines are perceived as the most effective in targeting.
• Online display is considered the weakest in this attribute.
• Radio is seen as a cost-effective medium for broad targeting, though it lacks the granular targeting capabilities of digital platforms.
• Direct mail and paid social media are rated highly for their precise targeting.

2. Increases Campaign ROI

• TV and radio are ranked highest for ROI, followed by newspapers and magazines.
• Online video and paid social media are overrated by advertisers and agencies, despite lower ROI scores.
• Cinema and online display are rated the lowest for ROI.

3. Triggers a Positive Emotional Response

• Cinema, TV, and radio are most effective in creating emotional impact.
• Online display and online video are considered less effective for emotional engagement.
• Radio is praised for its personal and immersive qualities, making it a strong contender for emotional resonance.

4. Increases Brand Salience

• TV is the top medium for increasing brand salience, followed by out of home and radio.
• Online display is the weakest in this category, with little evidence of its effectiveness.
• Newspapers and magazines are underrated, despite some research supporting their role in brand awareness.

5. Maximises Campaign Reach

• TV, out of home, and radio are most effective in reaching a mass audience.
• Online display and online video are considered to have lower reach potential.
• Radio is noted for its cost-effective reach and high frequency of exposure.

6. Gets Your Ads Noticed

• TV and cinema are best at capturing attention due to their captive audience and high memorability.
• Radio and out of home also perform well, with online display being the weakest due to ad avoidance and viewability issues.

7. Low Cost Audience Delivery

• Radio has the lowest cost per thousand (CPT) and is the most cost-effective for mass reach.
• Online display is seen as the most cost-efficient in production, though its effectiveness in reach and engagement is questionable.

8. Low Production Cost

• Online display is rated highest for low production cost, followed by radio and paid social media.
• TV and cinema are seen as more expensive to produce.

Overall Performance Ranking

Rank	Medium	Score (Evidence)	Score (Perception)
1	TV	10	4.3
2	Radio	9	3.4
3	Newspapers	8	3.0
4	Magazines	8	2.9
5	Online video	6	3.3
6	Direct mail	5	3.1
7	Out of home	5	3.2
8	Social media (paid)	4	3.4
9	Online display	3	2.3
10	Cinema	1	2.2

Future of Media

• The online industry needs to invest in more research to prove the effectiveness of digital media.
• Traditional media such as TV and radio should be re-evaluated and better appreciated for their role in brand building.
• Creativity remains key, and the industry must balance integrated campaigns with platform-specific optimisation.
• The future of media may involve a more strategic mix of traditional and digital, with a focus on transparency, accountability, and emotional impact.

Appendices

• Appendix 1 lists the secondary research sources used in the study.
• Appendix 2 provides the scoring framework for evaluating media performance.
• Appendix 3 contains full details on the evidence used to calculate the rankings.