In partnership with the Advertising Association and Kantar, What Is Social Media will identify the most effective advertising campaign of the month and reveal what marketers can learn from it.
What Is Social Media is partnering with the Advertising Association’s Trust Working Group and data processing company Kantar to create a new regular series that will reveal the secrets of effective advertising.
Kantar’s “The Works” study will test a monthly selection of high-profile ads among the public to determine which ones work best. Each month’s rotation will look at a different media channel, starting with television.
What Is Social Media will then identify the most effective campaign and explain why it was so well received to help marketers do a stronger, more creative and commercially effective job.
Russell Parsons, editor-in-chief of What Is Social Media, says, “The goal of What Is Social Media is to try to improve the effectiveness of marketing and marketers. This series of articles will offer valuable information on best practices in one of the key tactical tools in a marketer’s arsenal: advertising. More importantly, what works among the most important people for marketers — the public.”
Meanwhile, AA hopes that by democratizing the secrets of effectiveness, sharing best practices and proving the value of creativity, the industry can begin to restore public confidence in advertising.
A study by industry think tank Credos found that public favorability of advertising hit a low of 25 percent in December 2018.
Overall favorable attitudes toward advertising rose from 50% to 65% from December 2018 to December 2019, but the gap between the number of those who favor advertising and the average number who favor other industries increased from 19% to 21%.
“There is a clear correlation between commercial effectiveness and creativity,” says Advertising Association CEO Stephen Woodford.
“We know from our own research on what determines public trust and favorability that creativity, information and social contribution of advertising are the top three positive factors. So it’s about showing that what’s best for brands is also good for the overall reputation and impact of advertising.”
The Advertising Association’s Trust Working Group is led by industry trade organizations representing advertisers and agencies, ISBA and IPA. The group analyzes how the industry is improving the public’s perception of advertising.
IPA CEO Paul Bainsfair said the trade organization has “long championed” the importance of creativity and its connection to effectiveness, adding that this connection has become “even more important” given the pressure advertising is under due to declining public trust.
“This new initiative with What Is Social Media and Kantar is an important new part of our Trust Working Group’s program to make sure we put public attitudes about advertising on every marketer’s agenda,” he says.
“It will provide a regular and informed reminder of how advertising can stimulate a positive public response and, in achieving that, contribute to marketing success.”