Media Industry Case Study

How do we communicate ROI of advertising on our network?

An automotive manufacturer wanted to increase demand  for its vehicle lineup, become more profitable, and improve the efficiency of related product development processes.

Situation.

A media company was looking for a way to arm its sales team with analytics beyond show ratings to help sell ad space. Advertisers wanted to know how choosing a particular media platform would impact the advertiser’s goals. The analytics team set out to find a way to accelerate its ability to generate reports to help the sales team win more advertisers.

Insight.

The analytics team realized they needed to find a way to demonstrate ROI upfront by accurately forecasting the impact of media plan decisions.

Question.

The team used Concentric Market® to run tests in 11 markets.

What if we deliver ROI forecasts?


The team first ran tests in 11 markets. The Concentric Market® model proved to be 93% accurate in forecasting campaign impact. The team then automated its analytics process, and went from 10 to 1000+ ROI evaluations a year.

ROI Evaluations

Impact.

Generated $7M in incremental profit YOY and increased TV advertising market share by 12%.


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“We have been impressed by Concentric Market’s ability to not only measure media channel ROI, but also simulate future outcomes.”




Media Agency CEO

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