|
|
% of profit volume |
||||||
|
% of advertising investment |
% of full payback |
% of sustained parback |
% of short-term payback |
% of immediate payback |
Full payback ROI |
Short-term ROI |
|
|
All media |
100% |
100% |
100% |
100% |
100% |
£4.11 |
£1.87 |
|
|
3.3% |
4.8% |
4.7% |
4.9% |
4.8% |
£6.36 |
£2.74 |
|
Linear TV only |
35.0% |
46.6% |
55.7% |
33.9% |
20.5% |
£5.94 |
£1.82 |
|
TV (Linear + BVOD) |
43.6% |
54.7% |
64.3% |
41.5% |
27.8% |
£5.61 |
£1.79 |
|
Audio |
6.2% |
6.9% |
6.0% |
8.2% |
8.6% |
£4.98 |
£2.47 |
|
BVOD only |
8.6% |
8.2% |
8.6% |
7.6% |
7.3% |
£4.25 |
£1.66 |
|
Online video |
3.9% |
3.4% |
3.2% |
3.7% |
3.6% |
£3.86 |
£1.76 |
|
Generic PPC |
18.9% |
14.6% |
8.8% |
22.5% |
30.5% |
£3.52 |
£2.29 |
|
Paid Social |
13.2% |
9.4% |
8.0% |
11.4% |
15.1% |
£3.20 |
£1.62 |
|
OOH |
5.0% |
3.1% |
3.0% |
3.1% |
3.3% |
£2.78 |
£1.19 |
|
Cinema |
0.4% |
0.3% |
0.2% |
0.3% |
0.3% |
£2.56 |
£1.19 |
|
Online display |
5.5% |
2.9% |
1.8% |
4.4% |
5.9% |
£2.34 |
£1.50 |
Profit Ability 2 was conducted by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK. The aim of the study was to analyse the profit generated by advertising at different campaign stages and across multiple media channels.
The results are fascinating and reveal the skills needed by media planners and buyers to assess and select the most effective media channels for individual clients.
Read more about the study in The Media Leader.
