Campaign Effectiveness Ignited

The world of media and advertising measurement has certainly evolved. The digital boom has created a vibrant, fiercely competitive and fragmented landscape. Although the explosion of platforms offers more opportunities to connect with audiences, it has also made measurement exponentially more complex.

In this Ipsos Views paper, we address two key advertising questions:

1. How can I measure campaign success holistically to understand its impact and effectiveness?  
2. Where should I invest my advertising budget to achieve my campaign goals?

Despite global uncertainties, the advertising industry is thriving, not just surviving. Digital's share of advertising expenditure is expected to reach 80% by 2028, thanks to its advantages in terms of precision, proof and price. And social media has become the largest channel for advertising investment globally, and its growth is accelerating. Understanding consumer behaviour in the attention economy is crucial. 

Using our cross-media measurement solution, Campaign Effect, we present the findings of our in-depth study of 50 real-world cross-media campaigns in various markets. We intentionally included a diverse mix of campaigns, ranging from large-scale initiatives with broad reach to smaller, tactical campaigns targeting niche audiences. The result is a rich and varied dataset spanning 18 product categories, 15 countries, and capturing the views of over 47,000 consumers.

Key takeaways: 

• A well-orchestrated media mix will maximise your campaign reach 
  Effective campaign reach requires aligning media choices with audience preferences and budget constraints. Strategically target select channels for meaningful impact rather than spreading investment too thinly across many.
• Digital is the core, but traditional media is a powerful amplifier
  Combining digital with traditional media like TV boosts campaign reach by 17%, highlighting the amplification benefits of a comprehensive media strategy.
• TV is far from done – it still delivers a one-two punch for brand building 
  TV delivers broad reach and memorable attention. It's powerful for brand notoriety, achieving 16% higher unaided awareness and 8% increased action intent in campaigns compared to those without.
• Leverage the synergy effect to drive action 
  A multi-channel strategy enhances consumer behaviour. Campaigns recognised across five or more media channels see a 21% surge in action intent, proving the synergy effect's power.

At the heart of any effective campaign is a powerful synergy between three core elements: the audience you want to reach, the media you use to reach them, and the creative that carries your message.