Offline and Online Advertising ROI on Path to Converge

CommPRO.biz Editorial StaffGlobal marketing analytics firm, Analytic Partners, has released the first annual ROI Genome Marketing Intelligence Report.The 2017 Marketing Intelligence Report showcases some of the important trends and insights into the factors that affect ROI for offline and online marketing, and provides recommendations based on those insights.Key trends within the report include:The average ROI for online advertising remains higher than offline efforts but the two are rapidly approaching parity as in the last six years:Paid search ROI has decreased 27% Online video ROI decreased 32% Digital display ROI decreased 14%From 2015-2016, 61% of brands increased online marketing spending with the average contribution of online spending more than doubled. Combining offline and online efforts is 50% more efficient than TV alone and is more than 20% efficient than online alone.Analytic Partners has collected marketing intelligence across industries and countries to form the core of its ROI Genome over the past 13+ years.  This report is the first time these insights are available to the public."Our mission with the ROI Genome is to uncover and quantify the drivers of marketing success at a fundamental level and to establish principles for growth," said Mike Menkes, SVP at Analytic Partners. "By understanding how the various dynamics of marketing elements interact and drive performance, Analytic Partners is able to provide important context and perspective for our clients to understand the "why's" behind our analytics. This report offers an aggregated cross-industry view of the insights available."ROI Genome: 2017 Marketing Intelligence Report seeks to highlight insights uncovered by Analytic Partners' ROI Genome that get to the heart of the matter of what marketing and advertising efforts drive return on investment and what factors influence those returns. The report also includes unbiased and actionable recommendations for marketers."Independence is at the heart of Analytic Partners' philosophy and approach to any insights we provide to our clients," said Nancy Smith, CEO of Analytic Partners. "In this spirit, the ROI Genome report is also unbiased, independent and has not been commissioned or influenced by any group or company."ROI Genome: 2017 Marketing Intelligence Report is available for download. Learn more and read the report here.