ThinkTV’s latest Payback Series looks at optimising media mix by campaign size
The fifth edition of ThinkTV’s The Payback Series showed the ability of television to deliver return on investment (ROI), as part of the media mix across various budgets.
Outside of television, search was found to have the strongest ROI over the short term. It then becomes one of the weakest media selections for long-term timeframes, because search is inevitably driven by other media.
The Payback Series explored a range of key business, marketing and media considerations to interrogate the optimal media mix to support brand growth. The study looked into the campaign performance of 60 brands with a collective annual turnover of $23 billion and an annual media spend of $450 million.
