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.
Other findings include,
*Linear TV advertising drives the highest incremental sales per exposed household at $0.33, followed by magazines, digital video and mobile, which are separated by just three cents.
*Mobile drives the highest incremental sales per thousand impressions, at $26.52. Digital video follows at $23.48 and linear TV at $20.56.
*Creative type also plays a part in ROAS: promotional campaigns garner the highest return and campaigns featuring a recipe garner the lowest.
Access the full study here.