Ebiquity analysis reveals ~$45bn in global profit up for grabs for brands that optimise their advertising budgets

Michael Karg

Michael Karg

June 26, 2018 - Last week at Cannes International Festival of Creativity, we revealed a piece of research showing that better allocation of marketing spend could result in approximately $45bn more profit globally for brands each year.

The research compares spending against allocation data to reveal insights into how marketers could be distributing their advertising budgets more optimally to generate growth in bottom-line profitability. This identifies a clear opportunity for advertisers everywhere to increase their marketing performance and improve return on investment.

Mike Campbell, Head of International Effectiveness at Ebiquity, whose team conducted the research in-house, said: “This research shows that brands could be delivering much more from their advertising investments. We’re highlighting that with proper measurement and analytics, marketers can reevaluate their spend allocation to dramatically improve results.”

Michael Karg [pictured], Chief Executive Officer at Ebiquity, said: “As media, content, and customer experience options proliferate, brands fundamentally need to know what works well for them and what doesn’t. This study is an important reminder that marketing spend still has a positive bottom-line impact and should be treated as an investment, not as a cost.” More...