There are clear relationships between share of brand sales in categories and share of paid advertising, according to a study which also highlights a link to the share of owned platform interaction.
Writing in the current issue of Admap, Rob Jayson, global lead for branded applications at Publicis Media, outlined the results of research which observed the relationship between paid and owned digital media and sales from 2010 to 2015 across 802 brands in the US market, representing 56 categories within 15 industries.
And he reported there was evidence that increasing spend/share in paid and owned digital media had an effect on sales, “but the ideal balance of spend in both is dependent on the category type and the brand position with category.”
Bron en volledig bericht: Warc