Nielsen Catalina Solutions, which helps CPG marketers gauge return on advertising spend (ROAS) with in-store data, today released a study called ‘Yes, Advertising Works. Now, What’s My ROAS Across Media Platforms?” To the collective groan of many CEOs and private equity owners, the study found that magazines showed the highest return on advertising spend, with an average return of $3.94 for every dollar spent. Despite the hype, digital video delivered the lowest ROAS at $1.53.
It's no surprise—today most Connectiv members describe themselves as “business media” companies. But five years from now, most say “business information services” will be a better descriptor, according to the recent Connectiv 2015 Business Outlook Census.