B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

60%

60% -- brand building budget share for advertising campaigns (IPA Databank) (2026)

2026  · Binet & Field / IPA (Institute of Practitioners in Advertising)

The recommended budget allocation to long-term brand building is 60% based on IPA Databank effectiveness data.

  • Attributed rule of thumb from Binet and Field's 'The Long and the Short of It' based on IPA Databank effectiveness data across hundreds of campaigns
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Attribution: Binet & Field / IPA (Institute of Practitioners in Advertising) View source
Lighthouse Research Team
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Source verified Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2026
Entity
advertising campaigns (IPA Databank)
Evidence Quality
B
Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Binet & Field / IPA (Institute of Practitioners in Advertising) Primary Tier C
https://www.based.marketing/insights/ecommerce-marketing-strategy-guide ↗
Confidence: 48/100 Vintage: 2026 Channel: Wayback
Source Article
Ecommerce Marketing Strategy Guide: Fame-First Framework | based.marketing
Ecommerce Marketing Strategy Guide: Fame-First Framework Every ecommerce marketing strategy guide on the internet reads the same way. They list the channels — SEO, PPC, email, social, content — explain each one in 200 words, and tell you to "develop a holistic approach." None of them address the str…
Original Research
Binet & Field / IPA (Institute of Practitioners in Advertising) · Original study ↗
Methodology

Rule of thumb attributed by the article to Binet & Field's 'The Long and the Short of It', derived from IPA Databank effectiveness data across hundreds of campaigns (complement: 40% to short-term activation). Cited secondhand by based.marketing; no specific date for the underlying data is given in the article.

Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
advertising campaigns (IPA Databank): 60% brand building budget share. Source: Binet & Field / IPA (Institute of Practitioners in Advertising) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-building-budget-share-60-40
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<blockquote cite="https://lighthousedata.io/data/brand-building-budget-share-60-40" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- brand building budget share for advertising campaigns (IPA Databank)<br><small>Source: Binet & Field / IPA (Institute of Practitioners in Advertising) (2026) · <a href="https://lighthousedata.io/data/brand-building-budget-share-60-40" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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