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, all the retail 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 20% and 31%, with the sweet spot at around 27%. Another way of looking at this that retailers need to return to 2013 levels of spend as a minimum, when just over 25% was invested in print newsbrands.