Metrics & Effectiveness

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The Agency’s Guide to Making Money with Analytics

4A's Member

Alight Analytics provides guidance for ad agencies to create a profitable analytics program.

2020 Tech Trends Report

Research Services

The Future Today Institute forecasts emerging technology trends that will influence the advertising, public relation, media, and journalism industries in the year ahead.

Stop Reading Your Reports Half Right

4A's Member

In this world of 5,000 data points, Vladimir Jones’ Jön White, Director of Digital and Data, shares five tips on how to better track and report your digital marketing efforts. 

The Most Engaging Ads of Super Bowl LIV |

Research Services

Check out Ipsos’ annual ranking of the top Super Bowl ads, with deep dives into the top three.

Gen Z Consumer Report

4A's Member

Creative Digital Agency (CDA) and inZa Lab, CDA’s internship program, examines Gen Z consumer behaviors, including brand and ad preferences. 

Video Benchmarks

4A's Member

Extreme Reach provides a comprehensive report on the latest performance metrics for video ads.

How to Create an Effective Video Ad for Every Stage of the Customer Journey |

Third Party Content

Think with Google studied thousands of skippable ads across 11 verticals around the world to better understand how creative elements influence brand metrics. The findings helped them develop effective guidelines when creating or adapting a YouTube ad. These guidelines are called “Attract, Brand, Connect, Direct.” See how the ABCDs of YouTube advertising can work for you.

Getting Media Right: Marketing in Motion

Research Services

Kantar shares results of its survey of 500 senior marketing leaders to examine the opportunities, challenges, and trends facing the industry and provide practical implications for getting media right.

The CMO Survey |

Research Services

Duke’s semi-annual survey collects the opinions of top marketers to predict the future of markets, track marketing spending, and improve the value of marketing in firms and society.

America’s Most Memorable Mascots

Research Services

Crestline Custom Promotional Products surveyed U.S. consumers to learn which brand mascots are the most memorable and why.

Direct-to-Consumer Brands: TV Performance Benchmarks

Research Services

TVSquared examines direct-to-consumer brand advertising to see what’s working, what’t not, and best practices to make more effective TV ads.

Advertising Ratios & Budgets |

Schonfeld & Associates’ annual study reports advertising budgets, ad spending forecasts, ad-to-sales ratios, and annual growth rates for ad spending and sales by company and industry. See below for the press release and a list of ad-to-sales ratios for 200 industries by ad spending. Please contact Schonfeld & Associates for the detailed report.    

The Data Game: Obstacles or Opportunities for Media Sellers and Advertisers |

Research Services

Read this report from Advertiser Perceptions to learn what advertising decision makers think about data, measurement, and research tools.

The Crisis in Creative Effectiveness

Research Services

This IPA report on creativity is the result of an analysis of almost 600 advertising case studies from 1996-2018. Check out the key findings and steps to take to increase creative effectiveness.

4A’s Releases “Measurement Priorities: The Agency Perspective”

The 4A’s has just published Measurement Priorities: The Agency Perspective, the collective points of views across top research leaders throughout the network media agencies. The discussion centers around what a new media measurement solution should include and identifies the agency priorities for a new solution. The industry is at a crossroads when it comes to […]