Payback 3: ad success in tough times
Welcome to our streaming page for Payback 3: ad success in tough times
On Thursday 13 October at the Soho Hotel, Thinkbox shared the results of Payback 3, a major new piece of research which examined the return on investment (ROI) of advertising.
About this event
Payback 3, commissioned by Thinkbox from Ebiquity, examined the different roles that TV advertising plays in the marketing mix and in different markets; the research explored the relationship between advertising creativity, engagement and business success; and provided advice for planners on optimising the effectiveness of TV campaigns. Ebiquity also conducted an independent review of Thinkbox’s two previous Payback studies and expanded on them using its econometrics database of over 3,000 models across 9 marketing categories.
Rachel Barrie from Fallon, Les Binet from DDB Matrix, Nick Pugh from Ebiquity and Heather Andrews from Neuro-insight discussed the impact of the new research and what it means for effective advertising today.
If you weren’t able to come along or access our live webcast, you can catch up with all the action by watching the event on-demand, right here.
You can of course watch the whole thing, or just move the play head to the bit you want to view based on the timings below.
What’s my login?
Your login to watch a stream is not the same as your Thinkbox Website login. A nuisance, we know, but unfortunately it’s another one of those technical things. If you’ve accessed one our streams before, and remember your streaming login details, you can of course use these. But if you can’t remember this, or don’t have one anyway, you can just make up a login on the spot and you’re in.
Online viewing schedule morning | afternoon
- 00:00:00 - 00:07:09
-
Introduction
Lindsey Clay, Managing Director from Thinkbox will introduce the day and give us a quick TV update.
- 00:07.10 – 00:15:48
-
What we already know
Neil Mortensen, Thinkbox’s Research & Planning Director, will talk through why Thinkbox has commissioned the new Payback 3 research and what was learned from its previous two Payback studies.
- 00:15:49 – 01:13:08
-
Payback 3: the results
Andrew Challier, International Practice Lead, Effectiveness from Ebiquity, will unveil the results of the Payback 3 research. Ebiquity has conducted an independent review of Thinkbox’s two previous Payback studies and expanded on them using their econometrics database of over 3,000 models across 9 marketing categories; this includes analysing brand equity, sales return and ROI for brands advertising through the recession.
- 01:13:09 – 01:20:43
- Welcome back
Neil Mortensen will introduce the second part of Thinkbox’s study which explores the relationship between advertising creativity and engagement and business success. Neil will also recap on learnings from previous neuroscience studies.
- 01:20:44 – 01:54:49
-
The Neuroscience bit
Heather Andrew, Director of Neuro-Insight, will reveal the findings from the Payback 3 neuroscience work. Using examples from the Ebiquity’s econometric database, Heather will look at how brain response adds to our understanding of advertising and will identify creative elements of TV campaigns that help determine effectiveness.
- 01:54:50 – 02:26:54
-
Panel session
Lindsey Clay will chair a panel session with Rachel Barrie, Director of Strategy from Fallon, Simeon Duckworth, Head of Business Planning from Mindshare and Ian Fermor, Technical Director from Ebiquity to discuss how the results from the Payback 3 research will impact on the industry.
-
- Event close
- 00:00:00 - 00:08:16
- Introduction
Lindsey Clay, Managing Director from Thinkbox will introduce the day and give us a quick TV update.
- 00:08:17 – 00:16:30
-
What we already know
Neil Mortensen, Thinkbox’s Research & Planning Director, will talk through why Thinkbox has commissioned the new Payback 3 research and what was learned from its previous two Payback studies.
- 00:16:36 – 01:10:41
-
Payback 3: the results
Ian Fermor, Technical Director and Nick Pugh, Head of Marketing Effectiveness, UK, at Ebiquity, will unveil the results of the Payback 3 research. Ebiquity has conducted an independent review of Thinkbox’s two previous Payback studies and expanded on them using their econometrics database of over 3,000 models across 9 marketing categories; this includes analysing brand equity, sales return and ROI for brands advertising through the recession.
- 01:10:42 – 01:18:00
-
Welcome back
Neil Mortensen will introduce the second part of Thinkbox’s study which explores the relationship between advertising creativity and engagement and business success. Neil will also recap on learnings from previous neuroscience studies.
- 01:18:01 – 01:53:26
-
The Neuroscience bit
Heather Andrew, Director of Neuro-Insight, will reveal the findings from the Payback 3 neuroscience work. Using examples from the Ebiquity’s econometric database, Heather will look at how brain response adds to our understanding of advertising and will identify creative elements of TV campaigns that help determine effectiveness.
- 01:53:27 – 02:20:38
-
Panel session
Lindsey Clay will chair a panel session with Rachel Barrie, Director of Strategy from Fallon, Les Binet, European Director from DDB Matrix and Nick Pugh, Head of Marketing Effectiveness UK from Ebiquity to discuss how the results from the Payback 3 research will impact on the industry.
-
- Event close
This event will be available for further viewing after the event, on demand from Monday 17 October