Cross-media ROI optimization must include creative

This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.

Cross-media ROI optimization must include creative

Bill Harvey Research Measurement Technologies

Abstract: Conversion is an ROI metric and is already being programmatically optimized by best of breed digital players1. ARF Ground Truth Squared is aiming at the creation of norms by which media planning can optimize cross-media (TV + digital + all other media/marketing) ROI2. Because of the number of variables involved in optimizing ROI, a fast, inexpensive new form of AB testing has been developed by RMT which can in time become programmatic, that in conjunction with singlesource can accelerate the collection of norms...

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