Adstock (advertising carry-over) – advertising carry-over rates measure the time period over which the media will drive a sales response. 50% carry-over rate a week means that if there were 100 impacts in the week of the advert, then there would be an effect of 50 in the second week and 25 in the third. Carry-over is identified by best fit and statistical confidence within the modelling process. It greatly influences the total return of a campaign
Digital display – this refers to advertising online, in all of its formats (excluding search)
Established media – established media refers to media channels that existed prior to the relatively recent rise of digital media, such a print newsbrands or TV. It’s important to note that established media forms have adapted to the digital landscape to become multi-platform
Meta-analysis – a meta-analysis is a method for systematically combining data from several studies to develop ‘metadata’ and come to overall conclusions with greater statistical power than the sum of their parts (the individual econometric models that they’re made from). It’s common in clinical drugs trials in the pharmaceuticals industry. One trial isn’t enough, you need hundreds so as to be sure of your results. If all the trials come up with the same answer, that’s a very strong result. If the trial results are different, then being able to explain robustly why they are different – different dosage, different demographic sample – is again a result and new learning
Nielsen – Nielsen is an information and measurement company providing market research, insights and data about what people watch, listen to and buy. In this project, the data has been used to report offline media spend figures
PAMCo – Audience Measurement for Publishers is the new JIC (Joint Industry Currency) for published media, using approved, world-leading methodology. It produces de-duplicated brand reach, allowing users to carry out reach and frequency planning to better understand audiences across all platforms
PROI – ‘Profit return on investment’ – the revenue generated by advertising campaigns divided by the profit margin for each client over the short to medium- term. It takes into account the media investment and the cost of goods or services, so provides a much clearer guide to advertising payback than simply looking at the revenue generated
RROI – ‘Revenue return on investment’ – the amount of gross income versus the costs of an ad campaign. This is not overall profit, it’s sales revenue
Sales response curves – sales response curves take a dynamic look at the changes in response to advertising according to different combinations of channels at different budget levels
Scaleable – the ability to be resized to different proportions. In this project ‘scaleability’ refers to whether or not a media channel can be scaled up to take a higher proportion of the media budget and still deliver strong profi ts
SMI (Standard Media Index) – SMI provides global adspend data straight from booking systems. In this project, it’s been used to calculate the proportion of total adspend attributed to digital media channels
Tertile – a ‘tertile’ refers to one third of any given dataset. In this analysis, we talk about ‘low’, ‘middle’ and ‘upper’ tertiles
Traditional mass media – also referred to as ‘established media’, traditional mass media refers to large audience media channels such as print newsbrands or radio, which existed prior to the relatively recent rise of digital media. It’s important to note that ‘traditional’ have adapted to the digital landscape to become multi-platform