Nielsen Catalina Solutions (NCS), a company that aims to help CPG marketers optimize return on advertising spend (ROAS) with in-store purchase data, is out with a new study that’s a first of its kind.
The study — “Yes, Advertising Works. Now, What’s My ROAS Across Media Platforms?” — was presented at The Advertising Research Foundation’s Audience Measurement 2016 conference.
The study generated benchmarks that allow marketers to compare the return they should expect from every dollar of their cross-media, digital video, display, linear TV and magazine advertising spending.
In its analysis, NCS worked with The Advertising Research Foundation, CBS Corporation, Meredith Corporation, Sequent Partners and a prominent technology and display advertising company.
To understand the average return on advertising spend (ROAS) and sales productivity metrics across media type, NCS, over the course of eleven years (from 2004-2015), analyzed nearly 1,400 campaigns across 450 brands from seven popular categories: baby, pet, health and beauty, general merchandise, food, beverage and over-the-counter (OTC). The NCS dataset integrates 90 million households of in-store purchase data, a subset of Catalina’s data warehouse, with each of the media platforms in a single source to determine the incremental sales impact of advertising.
“The insights we’ve uncovered by comparing ROAS and incremental sales across media types are invaluable,” said Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions. “While there is no ‘best’ media, and choices should be driven by strategy and message, advertisers can leverage this data to inform their media decisions.”
To check out the full report, click here.