Concerned that many marketing models fail to account for the contribution of creative in the cross-media ROI equation? This study outlines new metrics that can help link the program environment, the brand personality, and the creative execution to better estimate creative’s contribution to ROI.
The study proposed cross-media ROI tactical optimization by purchaser target reach and ROI norms, considering the four forces of product, individual, creative, and media combinations. DriverTags™, representing the dimensions of the aspirational self, were introduced and linked to the four forces. Products, ads, program environments, and homes/individuals were assigned these metatags. By including context in the optimization, effectiveness was increased.
The study looked at a few examples, including TiVo research, which showed that the synergy between TV and in-store is equal to 40% of TV sales effect, but it attributed to in-store by current methods. Another study showed that paid national ads had no effect on their own, but when added to NBCU Air, they increased conversion to 47%.
The four advertising forces—product, individual, creative, media combinations—can be linked qualitatively and quantitatively using metatags. For example, “Independence” is one of the driver tags they currently use.
An example from a real political campaign showed how tags could be used to identify which TV shows would be an ideal match for creative ad spots of varying lengths and offered a proposal to do a test across brand categories.