Publications & Reports

Keeping you updated

News and views from the Ebiquity network

Regular updates on international marcomms insight, advertising trends, and brand behavior. 

Reports

Top 50 Advertisers Report 2016

Top 50 Advertisers Report 2016

We are pleased to present the third annual Top 50 Advertisers Report. Ebiquity provides independent advertising monitoring and analysis to key advertisers and agencies across Australia and Internationally.

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Programmatic: Seeing through the financial fog

Programmatic: Seeing through the financial fog

In partnership with the U.S. Association of National Advertisers (ANA), the Association of Canadian Advertisers (ACA), and AD/FIN, we are proud to launch a first-of-its-kind study into programmatic media buying in the U.S. marketplace. Our common goal for the study was to investigate the costs and economics of the programmatic advertising ecosystem.

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Upfront POV: The data & insights behind broadcast TV's biggest week for advertisers

Upfront POV: The data & insights behind broadcast TV's biggest week for advertisers

Each year, the Upfronts sweep through New York, bringing advertisers, agents, producers, media correspondents, and even celebrities together to discuss the upcoming year in broadcast. To help advertisers navigate the rapidly changing ad-buying landscape, Ebiquity published its annual Upfront Point-of-View (POV) Guide. The guide covers our thorough analysis of the unit-by-unit advertising investment data in our robust cost pool from many of the US’s largest brands to uncover real-world changes and discuss trends across the industry.

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WFA & Ebiquity Report: Recommendations on global ad server management - suppliers, contracts,

WFA & Ebiquity Report: Recommendations on global ad server management - suppliers, contracts,

Ebiquity have contributed to a recent WFA report designed to build a picture into how multinational brands are structuring their relationships with ad serving companies, who they are working with and how much they are spending on ad serving.

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Demystifying Digital: A guide to better digital marketing

Demystifying Digital: A guide to better digital marketing

The complexity and lack of transparency surrounding digital is compromising marketers’ ability to adapt to the speed and scale that new technology promises. We’ve created a guide to explain how marketers can reassert their authority over digital marketing.

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Adobe Live Stream: An Expert Guide To Taking Real Time Action

Adobe Live Stream: An Expert Guide To Taking Real Time Action

Having a wealth of data at one’s fingertips is vital to any modern online or offline business, but the data latency in typical reporting tools does not allow for near instantaneous decisions made hour-to-hour or even minute-to-minute. No one can wait until tomorrow for fraud to be uncovered or prevented entirely, and no one wants to wait days to declare the winner of an A/B test when it can happen in a matter of minutes. Adobe Live Stream plus a few knowledgeable, attentive employees can solve issues like these.

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WFA & Ebiquity Report: Online Advertising Effectiveness

WFA & Ebiquity Report: Online Advertising Effectiveness

Two thirds of big brands committed to increase online ad spend despite growing concerns around viewability, fraud and basic metrics. This report covers the rationale for increased investment, tracking & measurement of digital delivery and performance, satisfaction with digital measurement and reporting, experience & perceptions of effectiveness, concerns regarding investment and attitudes towards digital advertising.

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ANA Media Transparency Initiative: Prescriptions, Principles, and Processes for Advertisers

ANA Media Transparency Initiative: Prescriptions, Principles, and Processes for Advertisers

Marketers should require media agencies to be fully transparent to elevate trust and restore confidence in the client/agency partnership, according to a wide-ranging set of recommendations by the ANA (Association of National Advertisers) and Ebiquity/FirmDecisions. These recommendations follow the ANA’s publication of its investigation into media transparency, conducted by K2 Intelligence, which found that non-transparent practices may be pervasive in the US media industry.

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CMOs are partner-swapping as confidence in digital is tested

CMOs are partner-swapping as confidence in digital is tested

Senior marketers across the world are asking more questions of their existing agency partners, whilst recruiting new ones with the skills necessary to help them exploit the digital future. This is the key theme of a new strategic report resulting from joint research by Ebiquity and The CMO Council.

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UK Media Forecasts for 2015

UK Media Forecasts for 2015

Strong performances for TV and Out-of-Home in 2014 and a recovering economy have led Ebiquity to forecasts upwards for the UK’s media market.

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When Communications & Marketing Collide: An Ebiquity Research Study

When Communications & Marketing Collide: An Ebiquity Research Study

We asked Helen Dunne, editor of CorpComms Magazine, to undertake a unique survey of some of today’s biggest and most influential companies. By talking to comms and marketing leads in the same businesses, we wanted to discover where the current locus of control lies, and where the ball will land in the near future.

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Accountability & Transparency In Media Today

Accountability & Transparency In Media Today

Created to help advertisers’ media and marketing procurement teams deliver greater brand and business performance, Ebiquity have created a guide to accountability and transparency.

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Ebiquity Viewpoints

Ebiquity Viewpoint: Targeting Shoppers As They Shop

Ebiquity Viewpoint: Targeting Shoppers As They Shop

Investment in shopper marketing represents up to 25 per cent of many brands’ total marketing spend. However, there has been relatively little attention paid to the effectiveness of this channel, and this is one reason why it yields unacceptably low levels of return on investment (ROI). This Viewpoint papers aim is to explain how brands can optimise their shopper marketing mix.

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Ebiquity Viewpoint - Opportunities and questions about digital out of home

Ebiquity Viewpoint - Opportunities and questions about digital out of home

OOH (out of home) advertising has evolved with digital technology front and centre, more vendors in the marketplace and investment increasing year-on-year. In this short viewpoint, Ebiquity’s Judith Warn-Ford and Hope Fotheringham Smith discuss the planning, trading, and transparency issues faced by the UK industry, and give advice on how advertisers may capitalise on this evolving medium to best effect.

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Ebiquity Viewpoint - Understanding Multi-Channel Attribution

Ebiquity Viewpoint - Understanding Multi-Channel Attribution

Most multi-channel attribution solutions fail to account for non-digital media as they apply arbitrary rules that don’t let the data decide what’s working and why. Mike Campbell, Head of International Effectiveness at Ebiquity and Patrik Sahlin, Principal Consultant in our International Effectiveness practice discuss knowing which activities, inputs, and channels, trigger behavior most effectively on customer journeys.

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Ebiquity Viewpoint - Is a Data Management Platform right for you?

Ebiquity Viewpoint - Is a Data Management Platform right for you?

The Data Management Platform (DMP) is the ‘new black’ in marketing – the must-have solution that draws together data from multiple sources and enables advertisers to make smarter decisions about their marketing investments. Gaelle Simon-Drocourt, Head of Digital at Ebiquity France, helps determine whether a Data Management Platform is right for you by discussing the following areas in this Viewpoint.

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Ebiquity Viewpoint - Getting the promotional mix right Summer 2016 update

Ebiquity Viewpoint - Getting the promotional mix right Summer 2016 update

In 2015, Ebiquity's Head of Promotional Effectiveness, Martin Wheeler showed that it is eminently possible to ensure that promotions deliver real benefit despite the complexities involved in balancing the needs of both manufacturers and retailers. The devil is in the detail for brands and multi-brand companies looking to get the promotional mix right across all products and stock keeping units (SKUs) sold in all retailers. This is truer than ever in 2016, particularly for FMCG brands sold through major multiples.

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Ebiquity Viewpoint - The Digital Customer Journey

Ebiquity Viewpoint - The Digital Customer Journey

The prospect of optimizing the entire customer journey, across both online and offline touchpoints, is a daunting undertaking for many brand teams. Rob Beevers, Head of Ebiquity’s UK Multi Channel Analytics offers six detailed stepping stones on the way to effective digital personalization.

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Ebiquity Viewpoint - Younger consumers: the modern media planner's needle in a haystack?

Ebiquity Viewpoint - Younger consumers: the modern media planner's needle in a haystack?

In 2015, Ebiquity Head of Promotional Effectiveness, Martin Wheeler showed that it is eminently possible to ensure that promotions deliver real benefit despite the complexities involved in balancing the needs of both manufacturers and retailers. The devil is in the detail for brands and multi-brand companies looking to get the promotional mix right across all products and stock keeping units (SKUs) sold in all retailers. This is truer than ever in 2016, particularly for FMCG brands sold through major multiples.

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Ebiquity Viewpoint - Everything you always wanted to know about online video advertising

Ebiquity Viewpoint - Everything you always wanted to know about online video advertising

Simon Cross, Client and Product Development Director in Ebiquity’s UK media practice, encourages advertisers to thoroughly scrutinize the data, rationale, cost, and potential ROI before investing any of their budget in online video and VOD.

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Ebiquity Viewpoint - Getting the promotional mix right

Ebiquity Viewpoint - Getting the promotional mix right

Martin Wheeler, Head of Promotional Effectiveness at Ebiquity, shows it is eminently possible to ensure that promotions deliver real benefit despite the complexities involved in balancing the needs of both manufacturers and retailers.

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Ebiquity Viewpoint - Macro Budget Allocation

Ebiquity Viewpoint - Macro Budget Allocation

How should you optimize budget allocation across your product portfolio? Could strategic scoring hold the answer? An Ebiquity viewpoint on how adding ‘market attractiveness’ factors to econometric models is making the total greater than the sum of the parts.

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