Unlocking the power of B2B advertising campaigns

Why aren’t all businesses testing their advertising campaigns?

Updated forecasts from the Advertising Association / WARC Expenditure Report show that UK businesses spend on advertising is now expected to cross the £40bn barrier for the first time to reach £40.5bn by the end of this year.

Despite this record spend, our latest independent research shows that a notable 3 in 10 of businesses who advertise don’t conduct any research when it comes to pre-testing their creatives or measuring the impact of the campaigns on their brand KPIs and objectives from the advertising (i.e. brand building, launching a product / service); notably small businesses (those with up to 249 employees) are also significantly less likely to conduct any research.

This means a staggering £12bn of advertising spend isn’t being tested to measure its impact or effectiveness, an equally staggering thought when businesses are normally so focused on maximising spend and ROI.

The reasons for not conducting research on their advertising campaigns are likely to be multifaceted; from businesses having perhaps unfounded absolute confidence in their campaigns and creative / advertising teams and agencies, to not having the time or expertise to conduct research, to sufficient budget not being available (on top of the, often significant, money spent on the design of the creatives and campaigns) and much more.

Enter Savanta’s solution: with the launch of our Business Essentials Creative Testing and Campaign Evaluation products.

Building on our existing suite of Business Essentials products and drawing upon our extensive experience in B2B Creative Testing and Campaign Evaluation, we offer you an affordable gateway to our “tried and tested” measures that will unveil the true influence of your creatives without the need for a hefty research budget or extensive internal support.

Don’t become the next Bumble of the B2B advertising world (for a wider interesting read search for the “celibacy is not the answer campaign” for a 101 on not what to do when it comes to advertising) or let your next advertising campaign run blind.

Are you ready to take your first step towards advertising that delivers more? Download our Creative Testing one-pager for insights into optimising ad performance, or our Campaign Evaluation one-pager to learn how to drive better results through effective measurement.