Effectiveness Summit

Effectiveness Summit

Over 160 people from the media industry gathered at the Ham Yard Hotel on 13 July for Newsworks’ first ever Effectiveness Summit. Newsworks’ CEO Rufus Olins opened the morning by highlighting the key takeaway from the body of research – that advertising in newspapers increases overall ROI by an average of three times. Maxus’ Alex Steer followed, giving delegates an insightful and entertaining run down of the value of long term metrics and how to balance these goals with the industry’s tendency to value short term results. As he put it, “events like today allow us to look outwards… beyond what we can see on our own”.

On to the studies themselves, with BDRC Continental’s James Myring, effectiveness consultant Peter Field and Benchmarketing’s Sally Dickerson taking to the stage in turn to present the findings from their individual projects. From brand health measures, to business effectiveness and finally ROI, the studies presented provide a comprehensive body of evidence for the effectiveness of newsbrands. Rounding up the morning with a lively panel discussion, VCCP Media’s Marie Oldham said that the data provides the facts needed for media plans to get the optimum long and short term effects.

See below for videos and photos from the event.

  • Are we measuring the right things when it comes to advertising effectiveness?

    As Newsworks launches its first effectiveness research, M&S’ Nathan Ansell, Mondelēz International’s Matt Stockbridge, Maxus’ Anna Hickey, AMVBBDO’s Bridget Angear and others give their views on the quality of communication metrics, short-term trends and the importance of long term brand health.

  • The ROI study and overall campaign effectiveness

    Sally Dickerson, managing director of Benchmarketing, presents the key findings of Newsworks’ new ROI study, which covers 500 econometric models and shows that advertising with newspapers increases overall revenue return on investment by three times.

  • The IPA databank study

    Peter Field, effectiveness consultant and co-author of ‘Marketing in the Era of Accountability’, talks through his analysis of the IPA Databank, looking at the business effectiveness of newsbrands.

  • Brand health measures

    James Myring, director of media and branding research at BDRC Continental, takes to the stage at Newsworks’ Effectiveness Summit to reveal the results of a new multi-platform study into newsbrands’ impact on brand health.

  • Effectiveness in a connected world

    Alex Steer, head of technology, effectiveness and data at Maxus, gives delegates at the Ham Yard Hotel an insightful and entertaining run down of the value of long term metrics and how to balance these goals with the industry’s tendency to value short term results.

  • Panel discussion – The practical lessons

    Maxus’ Alex Steer is joined by Marie Oldham, chief strategy officer at VCCP Media and Dr Grace Kite, consultant econometrician at The Effectiveness Partnership, for a panel discussion on what Newsworks’ three effectiveness studies mean for the industry.

  • Setting the scene – an effectiveness framework

    Denise Turner, insight director at Newsworks, explains the reasoning behind the new research by looking at the concept of triangulation.

Photos

A selection of photos from the Ham Yard Hotel.

Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit
Effectiveness Summit

The research

Read more about the research studies.

The ROI study
The ROI study
Return on investment
The IPA Databank study
The IPA Databank study
Business effectiveness