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Ad Effectiveness
IAB Australia’s Ad Effectiveness Council has today released a research synthesis, “Elevating brands through multi-channel excellence”. The paper, which is a collaborative effort of the members of the council, provides evidence for marketers of why multi-channel advertising campaigns are more effective at delivering business outcomes and offers guidance for creating and measuring successful multi-channel campaigns.
The IAB Australia Ad Effectiveness Council has released the fifth module of its Marketing Measurement Innovation Series, ‘Ad Effectiveness Through Continuous Experiments’. The module seeks to increase understanding across the industry on how controlled experiments allow marketers to adopt best-practice scientific methods, adding confidence and precision to marketing investment decisions. Controlled experiments represent the most effective way to validate existing marketing activities and assess incrementality.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide faster and more granular insights on advertising performance.
IAB Australia has launched its IAB Ad Effectiveness Fundamentals training program, designed to help brand marketers understand the commonly used methodologies, as well as providing an overview of emerging techniques for evaluating advertising including neuroscience and attention measurement. The online training program, which is free to attend, allows participants to work through the curriculum at their own pace and then complete an assessment to receive certification.
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