From Thinkbox Profit Ability 2:The new business case for advertising

Thinkbox’s award-winning advertising effectiveness study, Profit Ability 2 is packed with invaluable insights to inform, challenge and potentially change businesses’ understanding of the advertising landscape today. 

The report is the first in-depth post-Covid evaluation of advertising’s financial impact formed from a comprehensive analysis of 141 brands representing £1.8 billion in media spend from 2021 to 2023, plus expert sector evaluation, recommendations and guidelines. 

For the first time, through Profit Ability 2, data is available at scale to help determine how your organisation’s results compare with the category benchmark, and what it could optimally be doing. 

You’ll discover the Media Mix Navigator– a useful free tool, powered by the Profit Ability 2 databank which provides a view of the optimal media plan and the likely return businesses should expect given the context of your specific business.

The study has shown how advertising effectiveness varies across different categories – a one size fits all falls short. Despite this diversity, some interesting patterns emerged, including:

• Linear TV investment could be increased for automotive and retail. 
• Out of Home appears over-invested in most categories when measured against sales. 
• Paid Social also appears overinvested in most categories.
•  Cinema is underinvested across the board to varying degrees. 
• Print should still be considered on the media plan, especially in categories with specialist press, e.g. Automotive and Travel. 

For more deep dives, insights from sector specialists, and an approach to determine the right channel mix to help you get the best out of your advertising investment, download the report here.

Thinkbox are a partner of The Marketing Society 

Published 20 December 2024