Home > IAB Insights & Research > Interactive Campaign Resources > Interactive Advertising and the Optimal Marketing Mix
 
 
 

Interactive Advertising and the Optimal Marketing Mix

Interactive Advertising and the Optimal Marketing Mix helps marketers make better decisions on investing advertising dollars. The ground-breaking study, developed by MarketShare Partners, analyzes three brand scenarios in three different verticals—consumer packaged goods, financial services and automotive. Each example illustrates a distinct opportunity for optimizing marketing spend, specifically in the area of interactive media. Key findings include: 
  • Because of the reach and power of interactive advertising—as well as its synergies with offline media—in the three scenarios examined in this paper, the optimal allocation of interactive media spend should be between 1.6x and 2.2x the percentage of the budget originally allocated to interactive
  • A relatively small reallocation of media spend can have a significant impact on marketers’ revenue. For example, one media optimization scenario examined in this study demonstrated a 6% increase in revenue—even after a 13% decrease in total marketing spend—when dollars were shifted to interactive.
The study uses an application you can leverage to make more informed marketing mix decisions.