ROI Benchmarks

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of ROI benchmarks.

ROI Benchmarks

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ROI: ROI, or return on investment, is a calculation used to determine the relative efficacy of an ad campaign in financial terms, in particular whether or not an ad campaign has generated more or less new revenue than it cost.

"Marketing return on investment (ROI) is the amount of sales achieved for every dollar spent on marketing" (Park, 2009).


According to Nielsen Analytic Consulting (Park, 2009), the average short-term return on marketing investment (sales return within three months of media execution) is 1.09.

Other general findings from global research conducted by Nielsen...

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