Drivers of advertising profitability 2023

This paper updates Paul Dyson’s work on the drivers of advertising profitability and expands the research to cover 28,000 ROI calculations from across the globe.

This article is part of a Spotlight series on drivers of brand growth. Read more

Even when times are not hard it makes sense for marketers to try and maximise the return from their advertising budget. An annual media spend of £10m is not unusual so even a 10% improvement in payback equates to an extra £1m in value. We first started investigating the key drivers of advertising profitability back in 2006– before Jack Dorsey sent the first ever tweet and before the first iPad dropped off the production line. The impetus behind that...

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