Cross-media ROI optimization must include creative
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...