The Budapest Global Event 2016
Mercury Research shared the recent story of advertising, told by over 600 brands at The Budapest Global Event 2016.
The Internet becomes a larger part of our lives, as shown by the latest 2016 surveys by Mercury Research. But does this trend translate to advertising as well? Is advertising on the Internet equally
influential, competing in impact with TV?
To answer this and other big questions on the impact of advertising, Mercury Research embarked on a fundamental research program we call Sales Building, starting in 2010. With partners among advertisers (Unilever, Hochland) and media agencies (Mediacom), we were able to follow over 600 brands’ media spending on Online, TV, Print, Radio, and correlate them with brand indicators –
awareness, trial, and usage. Our research showed that even smaller media budgets bring results, contrary to the commonly held belief. We also discovered that the quality of the advertising is
worth as much as the media budget for generatng results, thus quantifying the value of having superior ads and the ROI of creativity. Finally, we discovered that for most common brands Online
advertising impact is not as high as its share among.
Please see the program of the event.
