Looking at advertising effectiveness through the lens of a popular sports stat | WARC | The Feed
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Looking at advertising effectiveness through the lens of a popular sports stat
The sports stat WAR – for “Wins Above Replacement” – used to determine how many more games a team will win because a certain player plays on it (rather than a substitute), can be reapplied to advertising; by examining what are best-in-class uses of elements such as media or creative, marketers can deliver a much higher return on ad spend (ROAS).
Why it matters
The truth is that approaches to targeting, context, creative and other drivers can vary widely from one advertising campaign to the next; looking at how advertising effectiveness varies because of execution can help improve ROAS.
Takeaways...
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