How to get the best return
Advertisers need to get the balance of media investment right to deliver the best possible return back to their business. Newsbrands boost overall campaign revenue as well as having a respectable return on investment (ROI) themselves. To calculate the sweet spot for investment, the financial services cases in the study were divided into four groups, according to level of print newsbrand spend – none, low, medium and high.
The chart shows the average revenue per £1 spent for each group. The analysis demonstrates that the investment level required to deliver the optimum RROI lies between 7% and 22%, with the sweet spot at around 21% overall and 13% for high spends of £40 million+.
Print newsbrands also boost online RROIs by an average of 2.3 times in the finance category. These econometrics indicate that brands need to seriously reconsider investment in print newsbrands.