Online advertising gobbles up an increasingly succulent slice of the advertising pie , but it doesn’t escape the fiercest criticism. Many argue, after all, that this advertising formula is a kind of anathema to advertising effectiveness. However, a recent study carried out in the United Kingdom by the Advertising Research Community (ARC) denies that online advertising is the enemy of advertising effectiveness.

The report concludes that the effectiveness of advertising campaigns has been on the rise over the past five years, probably because advertisers have finally learned how to use online channels properly.

To Carry out Its Investigation

ARC examined 343 non-awarded campaigns, to which a specific model of effectiveness was attached. These campaigns involved an investment of 5,000 million pounds (around 6,000 million euros) and on average generated 3.80 pounds for each pound invested.

Advertising effectiveness has jumped sharply thanks to marketers’ growing prowess in sinking their teeth into online advertising. The fact that lithuania phone number advertising effectiveness has soared in recent years has a decisive influence, according to the report, on the fact that advertisers have developed a better understanding of online advertising and the channels in which it operates. Thanks to this, the level of return on investment has returned to the levels of 2005. When online advertising was not as ubiquitous as it is today.

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According to The Study

In the period between 2005 and 2016 there was a marked shift in advertising budgets towards new digital channels. In that period, marketers experimented extensively with these new-batch channels, finally finding footing again in 2016.

The report dictates that the most optimal division when it comes to distributing advertising. Budgets is to spend 55% on offline media and 45% on online channels. “Advertising works and we understand online channels better than we ever have . In addition, campaigns that have not received awards sometimes have nothing to envy to the most awarded. Ones from the point of view of effectiveness”, emphasizes Grace Kite, one of the authors of the research.

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