Insights from the Data & Insights Network – and what it means for the future of brand building By: Lisette Kruizinga – de Vries (DVJ...

The corona crisis has led to less media investments this year, compared to previous years. The estimates range from 12% to as much as 20% less media investments (Adformatie, 2020), but that is based upon the current situation. However, as we already have seen in previous analyses, it is actually beneficial for firms to invest in media and advertising during a crisis. There are 2 reasons for this, namely: 1) there is less clutter and 2) there is a direct relation between share

Article Dr. Lisette Kruizinga – de Vries – Senior Methodologist Understanding effectiveness for all media is in most cases calculated as the difference between the KPI after the campaign compared with before the campaign. The challenge with this way of understanding effectiveness is that it is less suitable for always on strategies and to understand the effectiveness for a longer period. To develop a new KPI it is important to have a KPI that represents all media and a KPI th