Bold planning, breakthrough content, continu-
ously optimised across platforms to achieve ever-
increasing levels of sales and brand outcomes.
This will become table stakes for agencies looking
to win and retain client relationships. As the
linchpins between brands and media companies,
agencies are the critical connector to increasing
real media ROI.
Media ROI will be about the
journey
If your definition of media ROI –
especially digital ROI – is simply a
measurable increase in sales tied to an ad
impression, you’re short-changing yourself
and your media partners. Media ROI is a
continuous journey, not simply a check-
the-box destination.
We live in competitive markets, so there
is a tremendous amount of pressure on
brand marketers – and their agency and
media partners – to demonstrate that
their media investments are moving the
needle. That said, proving impact needs to
go beyond simply demonstrating a lift in
sales attributed to consumer exposure to
an ad campaign. Relying on short-term
sales lift is too myopic to unleash real,
sustainable, increasing media ROI.
In 2018, real media ROI will become
a fast-paced iterative journey which
combines creative (content, not just ads)
more closely with media (partnerships, not
and media tactics that prove to increase
sales and brand outcomes (aka MTA).
Media companies share more
data
The topic of the big walled media gardens
is well - understood, but the full impact of
mobile apps with closed-data approaches
is not. Facebook and Google are ahead of
the pack on providing access to data that
are essential to measure and optimise. The
just insertion orders and exchanges), with next tier of mobile apps will follow suit,
the express goal of achieving continuous connecting device and ad IDs for more
improvement in sales and brand outcomes. universal measurement.
A bold proclamation to be sure.
Particularly when we are still stuck in a
state of taking successive half-steps toward
the end goal of predictive, deterministic,
and multi-touch marketing att ribution
(MTA). So what will change over the next
twelve months to push our marketing
industry beyond remaining ensnared in
perpetual half-steps to accomplishing
game-changing leaps?
Marketers adjust their
approaches
Agencies crack the code for
their brand clients
Bold planning, breakthrough content,
continuously optimised across platforms to
achieve ever-increasing levels of sales and
brand outcomes. This will become table
stakes for agencies looking to win and
retain client relationships. As the linchpins
between brands and media companies,
agencies are the critical connector to
increasing real media ROI.
This is the year where we put our resources
where our ROI mouths are, so to speak.
Unless we’re happy continuing to check
separate brand safety, view-ability, CTR,
brand lift and sales lift boxes. We can (and
should) aim to do better and realistically,
this shift is necessary for the future of the
industry.
In our latest Getting Media Right study,
marketers cited “proving ROI with the
right audiences at scale” as their most acute
challenge. It’s a utopian goal, yet their
measurement systems remain a patchwork
of priorities and techniques. Recognising
this, marketers will shift their efforts from
designing the perfect cross-platform ROI
measurement system to executing content Tips for Marketers: Brand marketers, it
starts with you; put aside hoping for the
arrival of the perfect media measurement
platform and instead embrace the tools
and partnerships we have now to get
progressively better at generating real
media ROI. It’s a journey, not a destination.
Soumya Saklani is the Managing Director,
Kantar Sub Saharan Africa & Chief
Operating Officer, West, East and Central
Africa, Insights. He is passionate about
making a difference by advising clients on
how they can strengthen their long-term
brand equity and improve ROI on their
marketing and communication activities.
You can commune with him on this via mail
at: [email protected]
28 MAL21/17 ISSUE