 "Indian ad spends growth to beat global averages")
What makes for great advertising? Six seconders or a long film, one liners or lengthy copy, funny or sentimental ads? Should advertising be product-driven or brand-focused? With people splitting their attention between multiple media platforms, many doubt the efficacy of advertising today. But it works and can be accountable to brands according to a report by Nielsen and Nielsen Catalina Solutions (NCS).
- The five key drivers contributing to advertising’s effectiveness are: creative, reach, targeting, recency and context
- The study’s findings show how the relative balance between these drivers has changed over time and how it works across TV and digital
- Creative quality
