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明智地处理广告浪费【英文版】.pdf
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明智地处理广告浪费【英文版】.pdf
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GETTING SMART
ABOUT AD WASTE
ALWAYS-ON ATTRIBUTION
ELIMINATES UP TO 94% OF
MEDIA WASTE
![](https://csdnimg.cn/release/download_crawler_static/88552498/bg2.jpg)
2© 2023 Copyright CMO Council. All Rights Reserved.
REPORTGETTING SMART ABOUT AD WASTE
For marketers, agencies and even CFOs, the answer to the first question is very likely “No.”
The answer to the next two questions should, of course, be an emphatic “Yes.”
A new study undertaken by InMarket, in cooperation with the CMO Council, provides
real insights into the answers to these questions. It uncovers massive disparities in ad
waste and optimization opportunities among advertisers in similar consumer categories.
And it shows that rigorous, always-on use of attribution is a major factor in optimizing
campaigns to gain significantly higher lift in incremental
visits and sales from media spend.
In fact, some advertisers in this study wasted more than
75 percent of their marketing on impressions that failed
to generate incremental outcomes, while others kept that
waste well below 10 percent. Put another way, under-
performing advertisers have an opportunity to optimize
over 75 percent of their media spend, and put those media
dollars back to work.
According to the study, high-performing brand advertisers that continuously optimize
campaigns, based on rigorous analytics that identify what campaign dimensions are
driving increased sales, are realizing as much as a 11x improvement in advertising
performance over laggards who use real-time, in-flight optimization only sporadically or
superficially.
InMarket is a leader in 360-degree marketing
intelligence and real-time advertising. Its
attribution platform, LCI (Lift Conversion Index®),
is capable of measuring campaigns across a
range of campaign dimensions to understand
the impact of those choices on key KPIs
including driving incremental visits and sales.
InMarket believes (and most CMOs would agree) that measuring the impact of media
on incremental sales, i.e. visits and purchases that would not have taken place without
exposure to an advertising impression, is the most relevant and powerful metric by which
to optimize advertising performance. Measuring total purchases by shoppers exposed to
advertising, versus incremental visits and purchases, does not provide an accurate view of
what media is driving increased revenue and sales.
Do you know what percentage of your
media is wasted? Do you want to know?
And would you like to reduce that waste?
Brand advertisers who
use always-on attribution
and real-time optimization
drive up to 11x more media
eectiveness than peers.
InMarket found its highest
performing brands, which
utilize real-time, in-flight
optimization, drove
positive incremental results
for 94% of their media.
![](https://csdnimg.cn/release/download_crawler_static/88552498/bg3.jpg)
3© 2023 Copyright CMO Council. All Rights Reserved.
REPORTGETTING SMART ABOUT AD WASTE
Always-on attribution and real-time, in-flight optimization can
deliver an 11x improvement in media eectiveness.
Brands that continuously utilize the always-on LCI platform and its real-time, in-flight
optimization achieve up to an 11x reduction in media waste compared with brands that
don’t.
InMarket found that LCI customers not leveragingalways-on, real-
time optimization have the opportunity to optimize 75% or more of
their media spend.
InMarket found its highest performing brands, which utilize real-time, in-flight
optimization, drove positive incremental results for 94% of their media. On the other hand,
for clients in the bottom quintile of the study, there is an opportunity to optimize more
than 75% of media impressions.
The opportunity cost of wasted media can be highly significant,
especially as overall campaign spend increases.
Marketers frequently concentrate on negotiating a lower cost of media. While this
makes sense, it’s not where the real money lies. For a $20 million campaign, optimizing
against, say, 75% of non-performing impressions equates to $15 million that can be more
eectively spent to deliver against key KPIs, including driving incremental visits and sales.
A leading QSR brand, and active user of the LCI dashboard's real-
time Optimization Engine, had just 7% of media waste, compared
to another QSR brand, where LCI was only leveraged for post-
campaign measurement and reporting, which had 72% of media
waste.
By actively leveraging always-on attribution and real-time optimization, one QSR client
realized 10x better media eectiveness than another QSR who didn’t fully leverage LCI.
What and how you measure matters—a lot.
Traditional approaches, such as reviewing and analyzing after-the-fact measurement
reports of a current campaign, inform future campaigns but do not maximize success for
current in-flight campaigns. Tying impressions to incremental visits and sales is the most
robust metric for real-time optimization to drive sales growth and maximize return on ad
spend (ROAS).
STUDY HIGHLIGHTS
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