ROI Benchmarks

Mi hui Pak

DEFINITIONS

ROI: ROI, or return on investment, is a calculation used to determine the relative efficacy of an ad campaign in financial terms, in particular whether or not an ad campaign has generated more or less new revenue than it cost.

"Marketing return on investment (ROI) is the amount of sales achieved for every dollar spent on marketing" (Park, 2009).

GLOBAL BENCHMARKS

According to Nielsen Analytic Consulting (Park, 2009), the average short-term return on marketing investment (sales return within three months of media execution) is 1.09.

Other general findings from global research conducted by Nielsen Analytic Consulting (Park, 2009) are:

  • Size of the market matters when it comes to achieving a good ROI

    • China has a stronger ROI than any other developed markets due to sheer population size