Colmar brunton roi_study_slides
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A quick overview of the key findings in the Colmar Brunton Media Spends ROI Study.
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- 1. media spend ROI study
- 2. 21 Brands 18 months of data (media spend & transactional data) 116 campaigns channels. Source: 2015 Colmar Brunton Media Spend ROI Study Net impact (ROI). Value of transactional change – Value of media spend
- 3. Onaverage, media; irrespective of the channel used,resulted in a15% increase in sales or enquiries. Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015. “ “ Maree Taylor, Managing Director Colmar Brunton
- 4. Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015. The really interesting finding was that impact ranged from a highof 57% increase insales or enquiries,to a low of -10%. “ “ Maree Taylor, Managing Director Colmar Brunton
- 5. +17% +14% Radio Online TV +13% Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015. But the main winner is radio… …Radio had the strongest increase in sales or enquiries onaverage at +17% “ “ +1% +64% -3% +67% -11% +60%Max Min +17% +14% +13%
- 6. …expenditureon radio was also the safest bet, always resulting ina positive financial impact ranging from 1-64% increase in sales or enquiries onaverage Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015. “ “ Maree Taylor, Managing Director Colmar Brunton
- 7. Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015. When two channels are used, Radio + Online is the strongest combination on average with a 23% increase (ranging from 0 to 74% increase) This is followed by Radio + TV at 21% increase (ranging from -1-to 64% increase) and then Online and TV at 9% increase (ranging from -11 to 54% impact on sales or enquiries). Online + Radio +23% TV + Radio TV + Online +9% +21%
- 8. Average +23% +23% Minimum 0% -1% Maximum +74% +74% +23%+23% Source: 2015 Colmar Brunton Media Spend ROI Study Radio + Online TV + Radio + Online Addinga 3rd channel doesn’t necessarily improvethe outcome… unless thatchannel is radio. “ “ Maree Taylor, Managing Director Colmar Brunton
- 9. Source: 2015 Colmar Brunton Media Spend ROI Study • When used on it’s own, Radio advertising delivers an average ROI of +17%, more than online and TV. Key takeaways • Radio and online is the strongest two channel combination, delivering an average ROI of +23% • Radio consistently increased ROI; the results for radio are always positive • Colmar Brunton is an independent research company assisting a large client base = credibility in market place
- 10. Interestingly expenditure on radio was also the safest bet always resulting in a positive financial impact “ Maree Taylor, Managing Director Colmar Brunton “
- 11. Source: 2015 Colmar Brunton Media Spend ROI Study Colmar Brunton’s Media ROI study aims to provide evidence about the financial impact of expenditure on media to help organisations make more informed decisions about which media channels and combinations of channels to consider. Colmar Brunton’s approach to determining financial impact included both the dollar spend on a campaign and the impact on behaviour change resulting in increased sales or enquiries. Colmar Brunton received the full media schedule for 21 brands over 18 months (provided at a weekly level, including channels used, spend per channel) and also their sales data across that same timeframe (scan data). The three brands that didn’t have sales data provided enquiry volumes. The study compared sales volume / enquiry volume patterns and averages in non-campaign periods and then looked at the same during campaign periods involving 116 campaigns. Uplifts in sales volume or enquiry volumes were identified and the actual cost of the media was removed to enable the return on investment to be calculated. http://www.colmarbrunton.com.au/market-research-news//colmar-brunton-releases- results-of-landmark-study-measuring-media-spend-roi About The Colmar Brunton Media ROI Study
- 12. Source: 2015 Colmar Brunton Media Spend ROI Study Colmar Brunton is one of Australia’s leading market and social research consultancies with specialist expertise in using insight to increase the effectiveness and impact of communications. Colmar Brunton is part of STW, Australasia’s leading marketing content and communications group. About Colmar Brunton
Editor's Notes
- For those of you that aren’t aware, a large study has recently been completed by Colmar Brunton – looking at the impact on ROI for clients when different combinations of media channels are used together. Specifically, the purpose of this study was to identify the financial impact of expenditure on media including TV, radio and online used on their own and in different combinations. It was to help companies decide on the best media buying options, including digital – and it was found that there was a lack of evidence of ROI in the marketplace. Inspired by Colmar Brunton’s clients, who were increasingly looking for a way to measure the impact of digital media relative to other media options on media spend. “Clients are particularly keen to embrace digital media but many still remain unsure about how to measure its impact relative to other media options. The study has enabled us to provide clients with the methodologies on how to measure impact.”
- In terms of how they ran the study, they collected information was collected from 21 brands across FMCG, services and government. 18months of data was collected over Jan 13-June 14. Predominantly large FMCG brands were used – representing a broad range of ‘supermarket trolley items’ and therefore categories.17 of the 21 brands were FMCG brands. 116 campaigns were tested. Regression analysis was conducted for individual brands and campaigns in order to identify and understand the strength of the relationship between media usage and campaign performance. Sales measurement (or scan data) was used to calculate the dollar value of sales for the 17 FMCG brands. This data was sourced from Nielsen and represented actual sales data; ie scan data from checkouts around Australia. The government and service providers confirmed the volume of enquiries pre, during and post advertising campaigns rather than sales as they have no physical product. The net impact, or the ROI was calculated by taking the value of transactional change away from the media expenditure Ie the return or amount that the brands sales (or enquiries) increased less the outlay (or media spend) = ROI Why not other media? It is Colmar Brunton’s intention to add other channels on. The time & cost to get these first 3 channels completed was quite large, and it is a project that will continue on with regular updates and outputs. Colmar Brunton are very supportive of radio’s ability to impact ROI for clients, and have been supportive of its strength as a channel for their FMCG clients. They compare ROI in 2 ways: When one channel was used When multiple combinations of channels were used
- The findings highlight that if a company can get the right level of spend on the right channel (s) together with the right creative strategy then there is a huge potential for better ROI.
- However, it also identified the significant potential risk of spending more on a communications campaign than the sales (or enquiries) it is able to generate if you get the combination wrong,” said Taylor.
- So when only one channel was used, radio had the strongest increase in sales or enquiries - this was on average at +17%, followed by online with an average increase of 14% and TV with an average increase of 13%. You can see the minimum and max increases below – radio delivered at a minimum 1% increase, and at a maximum 64% increase in sales. Online achieved a slightly higher maximum increase of 67% but also resulted in a negative financial impact of -3 and the financial impact of TV ranged from 60% to -11%. QUOTE: “Interestingly expenditure on radio was also the safest bet always resulting in a positive financial impact ranging from 1-64% increase in sales or enquiries on average,” said Taylor. “ %”
- So when only one channel was used, radio had the strongest increase in sales or enquiries - this was on average at +17%, followed by online with an average increase of 14% and TV with an average increase of 13%. You can see the minimum and max increases below – radio delivered at a minimum 1% increase, and at a maximum 64% increase in sales. Online achieved a slightly higher maximum increase of 67% but also resulted in a negative financial impact of -3 and the financial impact of TV ranged from 60% to -11%. QUOTE: “Interestingly expenditure on radio was also the safest bet always resulting in a positive financial impact ranging from 1-64% increase in sales or enquiries on average,” said Taylor. “ %”
- When a combination of channels are used – radio and online showed the strongest on average increase. It ranged from 0-74% increase, but the average increase of a campaign using radio and online was 23%.
- So looking at the combination of 2 versus 3 channels – adding a third channel – in this case looking at Radio and online vs TV, Radio + online – the increase in ROI was the same. So radio had the ability to keep the ROI stable, and the net impact of adding a third channel brought no additional ROI.
- There is a press release summarising findings, and also a video that can be used for rationale Radio has always been considered one of the most economical and effective call-to-action mediums. The findings of the study highlight this further by confirming that adding radio to a media mix helps brands to increase their ROI.
- There is a press release summarising findings, and also a video that can be used for rationale Radio has always been considered one of the most economical and effective call-to-action mediums. The findings of the study highlight this further by confirming that adding radio to a media mix helps brands to increase their ROI.
- There is a press release summarising findings, and also a video that can be used for rationale Radio has always been considered one of the most economical and effective call-to-action mediums. The findings of the study highlight this further by confirming that adding radio to a media mix helps brands to increase their ROI.