We've written 6 articles about non-working spend

Here’s Why Marketers Have a Planning Problem

“People don’t read advertisements. People read what interests them. Sometimes, it’s an ad.” — Howard Luck Gossage Advertising innovator Howard Luck Gossage must have had an eye to the future when he made this observation in 1986. Read More

TV is Not Dead, and Here’s Why

“Human beings are to independent thinking as cats are to swimming. We can do it, but we prefer not to.”   – Daniel Kahneman, behavioral economist  That doesn’t mean we’re inherently lazy. Read More

The Cost of Creating Marketing [Infographic]

At the end of 2015, Percolate launched a research project to study non-working spend — essentially, the cost of creating media and marketing content, as opposed to the cost of distributing it on channels like TV or social. Read More

Calculating the Cost of Marketing

Let’s say I have $1,000 to advertise my new lemonade stand. I know I want some great photos branded with my logo along with some persuasive copy. Read More

Marketing ROI: Is There Such a Thing as Too Much Optimization?

The digital age has generally been kind to marketing and advertising. There’s next to no denying that our toolkit, newly bolstered by online channels and data analytics capabilities, has shifted Marketing closer to the forefront of the organization. Read More

How Ad Blocking Redefines the Standards for Creativity

Choice is a powerful thing, and as technology advances we keep getting more of it. Read More