Maximizing media ROI is one of the key challenges facing marketers today. The process followed is similar to the Marketing Mix Optimization except that the media mix is typically optimized to maximize the brand health matrix.

The data is first disaggregated to identify key media drivers:

After which the use of each of the media is optimized. This is done through a structured 3-step process as follows :

1. Effectiveness of the media for driving key brand health parameters – this is normally obtained from the pre-tests of the copy.

2. Duration /size of the copy – Is there scope to use the right duration to drive a more focused message. At times a short more focused message is much more effective in driving a message than a long copy. This not only saves money by reducing spends but there is improved efficiency from a more focused message.

Media spends are reallocated after determining optimal use of each medium:


3. Scheduling – What is the best scheduling strategy to achieve the objective. This is established by studying the decay- and carry-over effects of the communication.

The media mix is re-evaluated with the optimal level of each medium to arrive at the final optimized media mix which will maximise the media ROI.

To see how this works in a real business scenario, please check out the Case Study here.