Time
The amount of time it takes for a campaign to return sales in the short-term and lifts in brand-equity in the long-term very category.
"The longer a campaign runs, the more investment has been put behind it and the more time it has to generate effects" (profit, sales, market share, penetration, loyalty and price sensitivity) — [[The Long and Short of it.pdf]]
"On average, 58% of the total commercial impact of marketing comms will be seen after 6 months" — [[The Long and Short of it.pdf]]
"58% of advertising’s overall contribution to profit is seen after 14 weeks within two years" — Thinkbox
"The long-term multiplier (all effects / just short term effects) is on average 2.2, but various by channel and sector" — Thinkbox
"Although long-term effects always produce some short-term effects (direct response), the reverse is not true and long-term effects are not simply an accumulation of short-term effects." — Binet & Field
"Promotional elasticities are up to 20 times higher than advertising elasticities in the short term" — How Advertising Works
"Short-term advertising elasticities are small... Advertising elasticities range from 0 to .20 in the short term" — How Advertising Works
"As an ad gets better at the long of it (achieving a greater star rating), it also gets better – on average – at delivering the short of it too (a higher spike rating)." — Binet & Field via Mark Ritson
"Consistent brands are stronger brands. The ones that score in the top 20% for consistency are more likely to generate awareness, differentiation, fame and attitude change." — System1 Group via Mark Ritson
"On average, it takes 94 weeks for CPG advertising to deliver a positive return at margin. This means that a campaign that ran in the summer of 2022 could still be having an impact in spring 2024. The earliest payback is 61 weeks, meaning even the best-performing brand does not see a return within a year. The longest payback period – for a large brand in a stable, mature (ie, low-growth) market – is 150 weeks." — How long does it take for CPG ad spend to pay back?
"Econometrics does an excellent job of attributing the incremental sales driven by advertising within the immediate period of the campaign (around a month depending on the channel and message), but there are many more motivations to advertise than this. Good advertising at the right volume can change awareness and perception of a brand at scale, leading to more sales in the future as those customers enter the market. It can grow retention and frequency too, as well as stimulate referral and word of mouth. It can act as an accelerant of both B2B brand and employer brand – growing bargaining power, aiding distribution and licensing; and it can act as a significant barrier to entry for competitors. And for all of these reasons, it can desensitise customers to price." — How long does it take for CPG ad spend to pay back?
"Brands that stick with creative platforms or themes, and allow them to build and strengthen over time, achieve greater recognition, loyalty, and financial returns. System1 Group research has found that the most consistent brands generated, on average, 27% more very large brand effects, such as awareness, differentiation, and salience, and 28% more very large business effects." — WARC