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I. WHAT ARE THE BEST MARKETS TO TEST?
INTERACTIVE Cities That Most and Least Mirror The US
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CLICK FOR METHODOLOGY Data compiled from US Census Bureau, Zillow and Wallet Hub.
II. IS LINEAR DEAD?
THAT DEPENDS ON YOUR DEMO. Against 18+, linear maintains viewership share at 60% when combining cable, broadcast and "other" (On Demand set top box programming). A18-34, share falls as shown in our Consumption Graph in Section III. In the future, linear viewers will age out as younger demos are accustomed to on demand content versus preprogrammed television. With CPM efficiencies & the right message, linear works well for brands targeting Baby Boomers and Millennials that do not require hyper targeting. A brand media analysis is required to determine if linear is the best option for greatest ROAS.
INTERACTIVE TV TREND VIEW
CURRENT LINEAR AND CTV SHARE
III. WHERE SHOULD I ADVERTISE TO GET THE GREATEST ROAS?
TV CONSUMPTION BY AGE
LINEAR AND CTV
YOU BEGIN WITH A 50K FOOT VIEW. OBM starts with media consumption against our clients' demos and takes into consideration all users to arrive at an accountable eCPM analysis per media. Fragmented media means finding pieces that work well together through our low risk / high reward testing- and then multiplying media wins to capture users who have an affinity towards the brands we advertise.
The successful consumer journey demands nothing short of the perfect ecosystem funnel strategy- or the ROAS is diminishing or non-existent.
Lastly, as messaging is up to 70% of the purchase decision, OBM tests ad creative prior to media spends, with immediate results back in 15 minutes or less.
OBM TESTING DELIVERS 3X VALUE, SAVING CLIENTS
Working Media Dollars
Lost Opportunity Costs
FACTS OTHER MEDIA EXPERTS MAY FORGET TO SHARE
Interactive Video is the most under-invested media that garners highest attention from audiences with a 51% median ROI growth opportunity.
Display ads should lead to a minimum 9% sales lift in-store and 15% sales lift online.
Web visits are not a determining factor to the effectiveness of TV advertising.
Nielsen Predictive ROI Database, Nielsen Catalina, Journal of Marketing Research.
TRUE COST OF PERFORMANCE MEDIA
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