Reach and ad quality are the most important short-term drivers of return on investment (ROI), according to research from Nielsen.

Why it matters

The most significant short-term factors for driving ROI vary across categories – ad quality ranks highly for most but is of less importance for food and personal hygiene & health advertisers.

Improving on the factors most relevant to their category can help advertisers double their ROI, from an average of $1.06 to $2.09. WARC's own analysis of the most successful brands shows that the median ROI can rise even further, up to $3.99....