Deconstructing ROI - A new framework for driving marketing effectiveness in the age of media fragmentation

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In the age of media fragmentation, advertisers need to work harder than ever to drive return on investment. In the framework set out in this paper, we identify the five key, interacting dimensions that advertisers need to consider if they are to secure meaningful ROI in the increasingly complex and dis-integrated media and marketing ecosystem: Creative, Cost, Reach, Attention, and Engagement.

Digitisation and the fragmentation of the media ecosystem have fundamentally changed media consumption habits. This trend has been driven by younger consumers, but it impacts all age-groups. COVID appears to have accelerated these changes among older audiences. As a result, it is increasingly challenging and costly to deliver mass audiences at scale using TV alone and consumers now have the power to curate their own – often ad-free – media streams.

HIGHLIGHTS

  • A framework to drive marketing effectiveness in the age of media fragmentation
  • To succeed in today’s increasingly-fragmented ecosystem, advertisers need to address each one of the following pillars of marketing effectiveness: Creative, Cost, Reach, Attention, and Engagement
  • To drive ROI in all channels, brands need to develop channel-specific creative and align creative with channel selection
// What we want to investigate and why

Objectives

Media and marketing show no signs of becoming any more simple or straightforward any time soon. Armed with this new framework, we believe that brands stand a much better chance of understanding the specific levers that can drive marketing effectiveness for the medium-term future, however the ecosystem evolves.

It is our experience that to succeed in today’s increasingly fragmented ecosystem, advertisers need to address each one of the following pillars of marketing effectiveness: Creative, Cost, Reach, Attention, and Engagement.

In the age of media fragmentation, advertisers need to work harder than ever to drive return on investment (ROI).

In the framework set out in this paper, we identify the five key, interacting dimensions that advertisers need to consider if they are to secure meaningful ROI in the increasingly complex and dis-integrated media and marketing ecosystem: Creative, Cost, Reach, Attention, and Engagement.

Brands must understand a broader range of
marketing inputs and interacting factors to drive meaningful marketing ROI. Marketing effectiveness is now more than a mathematical and statistical science. It is also a behavioural science

  • At Ebiquity, we work with many of the world’s leading advertisers, helping them to secure the optimal ROI from their marketing investments
  • A comprehensive effectiveness programme that enables brands to establish which of the levers are holding them back and where the opportunities are across creative, cost, reach, attention, and engagement
// What we've discovered and suggest

Findings

An updated framework for understanding ROI in the modern media ecosystem allows advertisers to decompose the roles of Creative, Cost, Reach, Attention, and Engagement. In the framework set out in this paper, we identify the five key interacting dimensions that advertisers need to consider if they are to secure meaningful ROI in the increasingly complex and dis-integrated media and marketing ecosystem.
  • Media and marketing show no signs of becoming any more simple or straightforward any time soon
  • Armed with this new framework, we believe that brands stand a much better chance of understanding the specific levers that can drive marketing effectiveness for the medium-term future, however the ecosystem evolves

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