Radio Spots, Facebook Contests, T.V. Ad’s: How Do We Know What’s Effective?

We have hinted at it before and we will do it again, measuring advertising efforts is a tricky business. As integrated members of the advertising community we constantly find ourselves searching for the new tools to measure out advertising effectiveness. From social media output to print ads and video production; we want to know what works and what doesn’t. Well in the words of the late, great, Albert Einstein, “Not everything that counts can be measured. Not everything that can be measured counts.”

Albert knew what he was talking about. When we relate his quote to the advertising industry we understand that systems of measurement are severely lacking. In most recent years, particularly in the online sectors, the creation of metrics has been seen as a major feat in understanding the effectiveness of advertisements. The struggle remains to be that there isn’t yet a magic formula to explain what does and doesn’t work. Currently we have tools to measure audience sizes, page visits and clicks, as well as many other things.  For the time being, we must choose which metrics we consider to be the most important and focus on those areas. If you attempt to explore the meanings and correlations of all reportable metrics, the information may no longer be helpful.

In order to more realistically measure advertising campaigns and marketing platforms, clients and agencies are drawn closer together. New-age agencies, like Abstrakt, are choosing to work with their clients on a personal level to better understand their message and develop additional methods to share that message. We may not be able to measure all of our efforts, but as Albert’s message implies, some of our most effective efforts may be those that are immeasurable.

  1. Danielle
    Danielle says:

    This is great. I love that you don’t limit it so social media (or SEO or PPC or other online activity). Whenever people start saying, ‘Well what’s the ROI of social media? We can’t measure it!’ I want to ask, ‘How did you measure the ROI of that billboard or TV commercial or ad in the magazine etc etc etc?’

    They used reach, frequency, size of audience, increase in sales…. how is social media advertising any different?