Barry Levine says, “Since the birth of advertising, marketers have been trying to figure out how such messaging might work best. This week, two new studies presented at the Ad Week conference in New York City offer a few hints.

The Advertising Research Foundation (ARF) released its study, “How Advertising Works Today,” which focused on the best strategy for campaigns in this multi-platform world. It analyzed as many as 5,000 campaigns (depending on the research issue) for TV, print, radio and digital (including mobile) in 45 countries.

Here are the five key findings:

– “Spending across multiple platforms delivers greater ROI than investing in single platforms.” For example, a campaign across two platforms generally delivers 19 percent more return on investment than on one platform. For three platforms, it’s 23 percent more; for five, 35 percent”.

Two new studies look at what kinds of campaigns, mobile ad formats work best

Marketing Land

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