The study, carried out by media and marketing insights business Ebiquity, compares the sales and profit impact during the past five years of five different forms of advertising: TV, radio, press, online display and outdoor.
Thinkbox said the research also looks at "media effectiveness across sectors, explores the relationship between advertising creativity, engagement and business success; and provides advice for planners on optimising the effectiveness of TV campaigns".
Neil Mortensen, research and planning director at Thinkbox, said: "Payback studies are a part of Thinkbox’s DNA.
"Nothing is more important than understanding advertising effectiveness, and I'm looking forward to working with Ebiquity to build on our two previous payback studies."
The event will take place at London’s Soho Hotel, with a morning session repeated in the afternoon, but will also be streamed live through Brand Republic.
Schedule:
9.30 - 9.40: Introduction
Lindsey Clay, managing director at Thinkbox will introduce the day and give us a quick TV update.
9.40 - 10.00: What we already know
Neil Mortensen, Thinkbox’s research and planning director, will talk through why Thinkbox has commissioned the new Payback 3 research and what was learned from its previous two Payback studies.
10.00 - 11.00: Payback 3: the results
Nick Pugh, head of marketing effectiveness, UK, at Ebiquity, will unveil the results of the Payback 3 research. Ebiquity has conducted an independent review of Thinkbox’s two previous Payback studies and expanded on them using their econometrics database of more than 3,000 models across nine marketing categories. This includes analysing brand equity, sales return and ROI for brands advertising through the recession.
11.00 - 11.30: Break
11.30 - 11.40: Welcome back
Neil Mortensen will introduce the second part of Thinkbox’s study which explores the relationship between advertising creativity and engagement, and business success. Neil will also recap on learnings from previous neuroscience studies.
11.40 - 12.10: The Neuroscience bit
Heather Andrew, director of Neuro-Insight, will reveal the findings from the Payback 3 neuroscience work. Using examples from the Ebiquity’s econometric database, Heather will look at how brain response adds to our understanding of advertising and will identify creative elements of TV campaigns that help determine effectiveness.
12.10 - 12.50: Panel session
Lindsey Clay, Thinkbox’s managing director, will chair a panel session with Rachel Barrie, director of strategy from Fallon, Nick Pugh, head of marketing effectiveness from Ebiquity and Heather Andrew, director from Neuro-Insight, to discuss how the results from the Payback 3 research will impact on the industry.
2pm - 2.30pm: Registration
2.30pm - 2.40pm: Introduction
Lindsey Clay, managing director at Thinkbox, will introduce the day and give us a quick TV update.
2.40pm - 3pm: What we already know
Neil Mortensen, Thinkbox’s research and planning director, will talk through why Thinkbox has commissioned the new Payback 3 research and what was learned from its previous two Payback studies.
3pm - 4pm: Payback 3: the results
Nick Pugh, head of marketing effectiveness, UK, at Ebiquity, will unveil the results of the Payback 3 research. Ebiquity has conducted an independent review of Thinkbox’s two previous Payback studies and expanded on them using their econometrics database of more than 3,000 models across nine marketing categories. This includes analysing brand equity, sales return and ROI for brands advertising through the recession.
4pm - 4.30pm: Break
4.30pm - 4.40pm: Welcome back
Neil Mortensen will introduce the second part of Thinkbox’s study which explores the relationship between advertising creativity and engagement and business success. Neil will also recap on learnings from previous neuroscience studies.
4.40pm - 5.10pm: The Neuroscience bit
Heather Andrew, director of Neuro-Insight, will reveal the findings from the Payback 3 neuroscience work. Using examples from the Ebiquity’s econometric database, Heather will look at how brain response adds to our understanding of advertising and will identify creative elements of TV campaigns that help determine effectiveness.
5.10pm - 5.50pm: Panel session
Lindsey Clay, Thinkbox’s managing director, will chair a panel session with Rachel Barrie, director of strategy from Fallon; Les Binet, European director from DDB Matrix; Nick Pugh, head of marketing effectiveness from Ebiquity ,and Heather Andrew, director from Neuro-Insight, to discuss how the results from the Payback 3 research will impact on the industry.
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