For every $1 spent on media, advertisers can expect an average sales return of $1.06, according to data from Nielsen, while the most effective 25% of advertisers achieve a return on investment (ROI) of $2.09 – nearly double the average.
WARC's analysis of the most successful brands shows that the median ROI can rise even further, up to $3.99.
There is considerable regional variation in the average ROI figures from Nielsen, though. It reaches $1.32 in Asia Pacific but falls to $0.81 in Europe, the Middle East, and Africa (EMEA).
ROI varies within a given region as...