ThinkboxAnalysis of the IPA ARC database by Magic Numbers reveals that while a performance-heavy media mix drives the best returns in the early stages of growth, the picture changes as businesses scale.
The month’s Chart of the Month shows that as businesses mature, a more balanced mix of brand and performance channels begins to outperform a solely performance-driven strategy, delivering a higher ROI.
This suggests that larger businesses may be missing out on significant value by underinvesting in reach-driven channels and richer creative formats.
Download the chart to explore the full analysis.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- May/June: When TV is on air, digital channel performance is uplifted by 13.7%
- April: Ads benefit from a premium environment
- March: Viewing to ad-supported quality content grows
- January/February: Ads are noticed more when people are relaxed and/or in a good mood
- December: Creatively consistent brands report more very large business effects
- September: Optimal ad mix varies dramatically by product sector
- July: Linear TV creates nearly half of all ad-generated profit
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