Marketing Week’s recent feature on ‘Getting to the business case for advertising’ explores the results of the new study by Ebiquity & Gain Theory, commissioned by Thinkbox that quantifies the business case for advertising and identifies which medium is the lowest risk for investment.

The study finds that TV is the “safest investment” in the short term;

The study also finds TV is the “safest investment” in the short term, generating 62% of short-term profit at the highest efficiency (see chart below). It comes ahead of print (22%), radio and online video (5%), outdoor (3%) and online display (2%). It is almost as efficient at both low levels of spend and when advertisers are looking to scale.

To read this article in full on Marketing Week, please click here. 

First featured 24/11/2017