Beckon just released its new Marketing Truth or Marketing Hype report, based on the analysis of more than $20 billion of spend in the Beckon system, and it’s got good data and great advice for marketers as they manage three hot items on the modern marketer’s agenda: media planning, branded content, and ad viewability.
Here’s a quick preview:
- The buzz: Agencies aren’t delivering the visibility they promise in the media plan. Actually, our report shows that plan vs. actual tends to match up in the end. It’s the pacing that’s a problem. Good pacing lets brands adjust spend, strategy and creative on the fly for maximum ROI.
- The buzz: Content is king! To drive engagement, pump out lots of content. In fact, the opposite is true. Our data shows that less content, managed for optimal impact, drives greater engagement at much lower cost.
- The buzz: Viewability is the new KPI. Yes, it is! But few brands are tracking it, much less acting on it. Improving viewability is an easy boost to ROI.