Objective, Study Scope & Methodology

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.