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Optimising advertising ROI

Date of publication: April 17, 2012

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Company:

Author: Keith Spencer

Abstract:

Given the current economic times, marketers are looking to optimise every dollar invested in supporting brands and maximise any competitive advantage they can. This presentation reviews the basic principles of TV advertising response implied by the Global Ipsos Tracking databases and determines if they align with media buying practices throughout Asia Pacific. This process suggests there is considerable potential for improving advertising ROI across the region.

Keith Spencer

Author

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Spencer, K. (2012a, April 17). Optimising advertising ROI. ANA - ESOMAR. Retrieved December 31, 2025, from


https://ana.esomar.org/documents/the-roi-imperative