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OPINION30 September 2015

Advertising effectiveness

Opinion Video

In the latest in the series of Michael Brown’s video blogs, he talks to adam&eveDDB’s Les Binet about how to determine advertising effectiveness.

Ad Diagnostics is a series of interviews with some of the biggest thinkers in London’s advertising and media research industry. The project’s mission is to explore different methodologies in evaluating how powerfully a campaign has performed.

For this latest interview, Les Binet, head of effectiveness at adam&eveDDB shared his points of view. A global authority on measuring ad campaign performance, in 2013 Binet published the IPA paper ‘The Long & the Short of It’, which is widely considered to be the definitive and most complete publication on effectiveness in the UK.

Michael Brown is senior insight manager, UM London

@RESEARCH LIVE

1 Comment

4 years ago

Great article and refreshing view on ad effectiveness!

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