Omnichannel approach lifts ROI by a third

Rob Clapp

An overview of the average sales impact of different media by channel.

A mixed approach of online and offline selling can help brands drive an increased impact of 32% compared to those that don't, according to data from Analytic Partners.

In their analysis of more than 200 brand campaigns in 2019, offline advertising drives online sales and vice versa. For example, one-third (30%) of TV's sales impact is online while half (53%) of paid search's impact is towards offline sales.

Analytic Partners also find that Amazon advertising has a 20% higher ROI than a brand's average marketing ROI, a gap that is likely widening. Brands need to...

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