TLDR: On April 24, the associations of advertisers and media agencies (OWN and OMG) will unveil a joint model for cross-genre comparisons of advertising effectiveness. It was developed by .companion.
April 24 could bring a quantum leap for the German advertising market. A quantum leap that .companion has helped to prepare in recent months.
Rarely has a topic been the subject of so much speculation and discussion among experts in the run-up to the event as the model for cross-genre proof of impact demanded by advertisers. W&V recently devoted 6 full pages to the topic under the telling title "World formula sought".
Now, in its current issue, HORIZONT sheds some light on the subject:
On April 24, the OWM and the OMG, i.e. advertisers and media agencies, will present the joint model for the continuous survey of advertising impact to the representatives of the media types. Uwe Storch (OWM) and Manfred Kluge (OMG) agree. The proposal, which was developed with the support of .companion, relies on neutrality and pragmatism in order to be able to achieve the goal of toughening up the market. .companion has been committed to a comparative evaluation of the performance and impact of advertising for years.
Manfred Kluge also sees another benefit of the model: "With this broad initiative, we want to raise awareness on the customer side for the topic of advertising impact. And Uwe Storch, Head of Media at Ferrero, adds: "Many companies still invest too little in market media research, measured against their media output.
That this is a worthwhile investment is shown by the many advertising impact studies that .companion has conducted for leading advertisers in recent years. As different as the individual results were, one result always remained the same: indications of how the campaign ROI can be increased.
More on this topic at horizont.net