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 combined services cases in the study were divided into four groups, according to level of print newsbrand spend – none, low, medium and high.
The analysis demonstrates that the investment level required to deliver the optimum RROI lies between 13% and 26% – although it is better to spend higher than that, rather than lower. Another way of looking at this is brands need to return to 2013 levels of spend as a minimum, when just over 16% was invested in print newsbrands.
One compelling reason is that TV – which accounts for the highest spend levels – is twice as effective when print newsbrands are in the mix.