#advertising-effectiveness

#advertising-effectiveness

Does the strength of relationship between marketer and agency correlate with more effective work? Using two unique and robust sets of data we have, for the first time, answered this question with an emphatic 'yes' The implications of our latest report are profound for marketers and their agencies, and arguably for any business relationship. Our analysis of winners of effectiveness awards over a 9-year period discovered that award-winning client and agency teams had better relationships than the average.

Most people are no longer sticking to just one screen. According to YouGov's "State of US Media Consumption in 2025" report, 70 percent of Americans say they scroll through social media while listening to music and consuming other content, such as watching TV. Women are more likely than men, and the habit is even stronger among Millennials, where it climbs to 8 in 10.

Kellanova has been working with creative technology firm Vidmob and industry association MMA Global to measure the effectiveness of creative deployed on Meta ad units, using an AI-enabled solution to better understand which of its creative assets caught the eyes of consumers and which went under the radar. It's now using the findings to tighten up its creative production - and alter its commercial relationships with creative agencies.

"All ad impressions are not equal, and knowing your creative strength is key to knowing and managing your total campaign potential and performance," said Mihkel Jäätma, CEO of Realeyes.