Thinkbox

Leading the industry’s effectiveness knowledge

Summary

Thinkbox pride themselves on providing the industry with market leading insights on media effectiveness. In 2019 they wanted to go further than ever before.

Thinkbox3

Challenge

Thinkbox pride themselves on providing the industry with market-leading insights on media effectiveness. In 2019 they wanted to go further than ever before, looking for:

1. A research study to isolate the principal variables that impact advertising effectiveness and optimal media mix so that the output could be individually tailored to single brands.

2. An online, self-serve tool, which was simple to use and gave immediate recommendations about budget allocation.

The solution

Working together with our WPP partners Gain Theory and Wavemaker, we are proud to have produced Demand Generation, which was a meta-analysis of econometric models. It was huge, analysing £1.4 billion of media spend by 50 brands across 10 forms of advertising over three years. And it analysed six different categories: FMCG, finance, retail, online retail, automotive, and travel.

This study wasn’t only a publication; we also built the Demand Generator, a unique new online tool that moved beyond the category benchmarks of previous econometric studies to determine the optimal media mix specific to a brand’s category, size, market situation (mass/niche), the importance it places on online sales, media budget, and its attitude to risk.

The Demand Generator is the first freely available industry planning tool that puts meaningful econometric data in the hands of advertisers of all shapes and sizes.

Results

Demand Generator reports became the most popular downloads on the Thinkbox website.

It’s been used over 1,800 times by agencies and advertisers from 91 countries.

Together, they’ve spent 50 days running media optimisations on the new tool.

It has been warmly welcomed across the industry and won a number of awards including from MRS and MediaWeek.

Gold
Best Trade Body Research
MediaWeek Awards 2020
Best
Media Research
Mrs Awards

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