Page 34 - TAM Review 2019

CHART 3:

58% of all media impact comes in the long term

This effectiveness chart is from the Ebiquity and Gain Theory study.
It states that the majority of a company’s value will come from

profitable sales made in the future, and so reveals the potentially

catastrophic effect on profit for brands obsessed with short- term
performance. It quantifies the necessity for better balance between

short, medium and long-term objectives for brands searching for

sustainable profit and long-term cash flow. It’s therefore essential
ammunition for discussions with finance.

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