OBJECTIVE

Develop a better understanding of content’s impact on accepted brand metrics and sales.

Quantify advertising ROI value in:

• Premium Video
• Social Media
• Short-form Video

STUDY SCOPE

Industry-wide analysis of media investment impact, across linear and digital channels, on brand and sales performance

METHODOLOGY

Analytical Partner: Accenture

Methodology: Econometric modeling analyzing different media investment strategies and outcomes

Data Sources:

• Accenture: Accenture proprietary data including anonymized and aggregated marketing spend and sales
• Standard Media Index (SMI): Supplementing Accenture media channel data with real agency spend data
• YouGov’s BrandIndex: Consistent brand metrics across categories/brands

ROI  METRICS: DEFINITIONS

Average ROI: The return on Ad Spend generated by a single media channel relative to the average of all measured media channels.

Marginal ROI: “Where should I spend my next dollar?”
The return on incremental investment generated by a single media channel, relative to the average of all media channels.

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PREMIUM & NON-PREMIUM VIDEO:
DEFINITION, FORMATS & DISTRIBUTION

PREMIUM VIDEO GENERATES SIGNIFICANTLY
HIGHER BRAND ROI VS. SHORT-FORM OR SOCIAL

THE PATH-TO-PURCHASE: AWARENESS TO INTENT

Premium Digital Video Outperforms Short-form Video

What does this mean for your brand?

Before changing your media mix across channels, make sure you have evaluated the efficacy of each channel relative to all channels you have in your media plan. Advertising in premium video across platforms provides superior ROI compared to short-form video and paid social.

Pair your brand to NBCU’s premium video content to optimize for better consideration and purchase intent.

See how you can reach across NBCU’s portfolio through our Symphony approach.

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CUTTING TV BUDGET =
ROI  LOSS IN OTHER CHANNELS

Reducing TV investment results in -27% loss in Search ROI or -22% loss in Social ROI

What does this mean for your brand?

In order to understand TV’s impact on brand performance, you have to look beyond visible impact. Investment in TV elevates Search and Social Media’s performance through its large-scale reach and audience targeting.

Balancing the investment with TV is critical in the optimization process.

See how our partners have reached their audiences effectively through our best-in-class partnerships.

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PREMIUM CROSS-PLATFORM WORKS EVEN HARDER

Investing across platforms (TV and Digital ) with a single premium publisher
improves advertising effectiveness

CROSS-PLATFORM ADVANTAGE VS. SILOED PLANNING

What does this mean for your brand?

There are opportunities to get more value out of cross-platform advertising. Cross-platform advertising in premium content, with a single-publisher, delivers more impact on both sales and brand performance than siloed media investment.

See how NBCU’s multi-platform marketing solutions can be put to work for your brand.

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PREMIUM VIDEO DELIVERS THE BEST VALUE
FOR YOUR NEXT MEDIA DOLLAR

TOO MUCH SHORT-FORM/SOCIAL IS LIKE A TAX ON YOUR MEDIA PLAN!

What does this mean for your brand?

Increasing media investment with cross-platform premium content accelerates growth for both brand and sales, faster than short-form video and paid social.

Sales growth doesn’t have to come at the expense of your brand; investment in brand drives sales.

Want access to our premium content creators, check out our Content Studio.