March 06, 2013 09:30 ET

As Global Ad Spend is Predicted to Increase in 2013, Brands Must Undertake Research to Ensure Their Effectiveness, Advises Cint

STOCKHOLM, SWEDEN--(Marketwire - March 6, 2013) - With an increase in advertising spend forecast for 2013, Cint, the global provider of technology for market insight advises marketers to undertake research both in advance and following campaigns to ensure their money is being spent effectively.

The latest Consensus Ad forecast from Warc released in January announced advertising expenditure is expected to grow by 4 percent this year and 5.5 percent in 2014, despite the fragility of the global economy*. While this news is positive for the advertising industry as a whole, it is important that any investment provides ROI. Carrying out consumer research to measure the effectiveness of any campaign is vital.

Before launching an advertising campaign, undertaking market research to establish which media channels a brand's target market prefers is essential. For example, a company specializing in sporting equipment will want to ensure it reaches its ideal customer through relevant fitness magazines, websites and social media channels. By launching surveys to target individuals who cite 'fitness' as an interest, an effective media buying strategy can be developed. In addition, such market insight can also help the creative teams to understand what types of advertisements will prove effective, by determining whether audiences are driven by humor, price or promotion.

In addition, following a campaign's delivery, it is crucial for brands to ascertain how valuable it was. By polling the target audience, it can be established whether they had seen advertisements and engaged with them. Marketers can also ask for people's opinions of the graphics, messages, whether the advertisements appealed to them and why, and if this approach encouraged them to purchase a product or service. This information is invaluable for determining return on investment (ROI) and developing future advertising strategies.

Bo Mattsson, chief executive of Cint, comments: "While a growth in advertising spend is great news for the marketing industry as a whole, budgets are still likely to tighten as the economic crisis continues. Brands planning significant advertising campaigns can be confident in the effectiveness of their approach by better understanding the thoughts and opinions of their target audiences.

"Using a self-service tool, such as Cint Access, allows brands to directly communicate with their target customers easily by deploying a questionnaire in minutes to a marketplace made up of hundreds of niche survey panels."

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