When entertainment meets effectiveness: A guide to maximising impact

In tougher economic times, marketers are yet again under pressure to get the most bang for their marketing buck and media budgets will be viewed through a critical lens of effectiveness.

This white paper, developed in partnership with TikTok, revisits both the fundamentals of effectiveness and draws on new evidence and thinking that will help marketers confidently navigate and leverage new opportunities in the media landscape.

In this report we cover:

• The foundations to ensure marketers holistically plan and measure both the short and long-term impact of advertising
• Key industry trends impacting the future of measurement
• The evidence of how entertainment, as a new media format, is able to deliver impact across content, culture and commerce
• Best practice on how marketers can amplify and optimise the creative impact of online video

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