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Why 47% of Campaigns Fail and How to Make Sure Yours Succeeds

Jon Beattie of Marker is up at the Future of Online Advertising Conference – he’s put together a great summary of a keynote on why 47% of campaigns fail – a summary of the presentation by Greg Stuart at the Future of Online Advertising conference today in New York. Greg is the former CEO, IAB (Interactive Advertising Bureau) and co-author of “What Sticks“.

He claims: Over US$112 billion ad spend is wasted out of a total of $295bn – Advertisers and agencies use the excuse of “publicity” to justify a failed campaign.

Here are the three highlights I liked:

  1. Did the campaign message get through? 31% of campaigns failed
  2. Out of 5 advertisers (P&G, J&J, Kraft, Nestle, McDonald’s) that did creative research of online campaigns: 1 was okay; 2 found half didn’t work; 2 all ads failed and had to start again
  3. McDonald’s took 20 per cent from TV put 13.4% into online kept the rest and increased awareness by 5 per cent when it had previously leveled out using traditional media.

3 Responses

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    Thanks, this was very useful. I’m very much a procrastinator.

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