marketing spend

Shifting Promo Dollars to Media Produces Higher ROI via MediaPost

Media company Turner Broadcasting commissioned a study showing that shifting as little as 10% of promotional dollars to media advertising can result in big return on media investment results for marketers.

The study—conducted with IRI, the consumer products/healthcare marketing analytics company—noted that consumer product marketers can spend as much as 66% of marketing dollars on promotion. Shifting 10% of that money can return in return on investment (ROI) gains of 10% to 25%.

Turner/IRI research looked at three years of data, across 62 brands representing $20 billion in sales and $3 billion in marketing spend across food, beverage, health care, beauty and home-care marketers.

The research indicates that the results are more dramatic when separating short-term and long-term ROI versus overall promo spending.

Source: Turner Broadcasting and IRI

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Spending Trends in Data-Driven Marketing and Advertising

More than three quarters of marketers, advertisers, service providers, technologists, and publishers said that data is important to the deployment of marketing and advertising initiatives, according to a survey from the Winterberry Group and the Global DMA. The following channels were expected to have the largest increases in data-driven spend:

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