The factors that most influence how marketers allocate media budget across channels: preferred channels for the target audience, based on research; channels that are appropriate for specific campaign objectives; channels where target consumers are most receptive; channels that have been successful in the past, based on research; channels that can be easily measured and/or demonstrate ROI; channel costs/budget; new marketing channels/marketing industry innovation; ease of measuring sales response; and channels that management trusts/prefer.
The Average Brand Invests 3.8% of Revenues into Media. Is That Enough?
Digital display, social media, and linear TV are the most likely to be above-average at delivery on both revenue and brand metrics.
