A new study examines more than $20 billion in marketing spend and performance data across 1,000+ brands in nearly every country to objectively separate marketing myths from strategies that work.
In some cases, the data revealed strategies that deliver tremendous value to the business, which only a small number of brands are actively utilizing. Other findings showed the lessons brands learned and dramatic adjustments they made to maximize the impact of their marketing investments, according to Beckon’s Marketing Truth or Marketing Hype Vol. 2 report.
Top findings from the report:
- Media pacing is a big issue. Most campaigns see a four- to five-week delay before cumulative actual impressions catch up to plan.
- Paying attention to pacing is a game changer. Campaigns that maintain close alignment between plan and actual hit 117% of planned impressions, while using only 73% of planned spend. Conversely, campaigns that stray from plan hit just 87% of planned impressions, and use 86% of planned spend.
- Content engagement increased 15% vs. the previous year. The surprise? Total content posted by brands decreased by two-thirds. Brands are seeing better results while producing less content.
- Average media viewability is around 54%. That means roughly 46 cents of every media dollar is wasted on ads that no one ever sees.
- Brands that measure and monitor viewability improved it by 27.5% in a year. However, only 8.5% of brands currently track it.
“If you want to make good, trusted decisions, you need good, trusted data,” says Bernardo de Albergaria, CEO of Beckon. “Our goal in this report is for all marketers to have access to clean, comprehensive, accurate data they can track and trend against. Most surveys and studies reflect on what marketers are doing. We’re excited to report on what’s working. Because marketing is no longer judged by how much it does, but by the actual business outcomes it produces.”