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Released to coincide with the organisation's annual Re!Think event, the research was based on more than 5,000 campaigns, 12 years of data and $375bn in advertising spend in 41 countries, across more than 100 categories.
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Spending across multiple platforms was also shown to deliver greater ROI than any single platform – including for millennial consumers.
http://www.warc.com/News/Default.aspx?ID=36397
http://www.prnewswire.com/news-releases/the-advertising-research-foundation-reveals-ground-breaking-research-how-advertising-works-today-300235257.html
http://adage.com/article/cmo-strategy/arf-brands-spend-31-billion/303113/
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