312% / 386%
WarningBrand Strategy
Optimising for ROMI rewards spending less - bigger-budget campaigns average a lower ROMI than smaller ones, and average excess share of voice has fallen accordingly.
Optimising ROMI shrinks budgets: campaigns with above-median ESOV averaged 312% ROMI against 386% for smaller-budget campaigns, so the metric systematically rewards spending less. Average ESOV fell from roughly 12% in 2006-2008 to around 4% by 2016.
Source
Media in Focus: Marketing Effectiveness in the Digital Era - IPA, in association with Google and Thinkbox (EffWorks) (2017)
Les Binet (adam&eveDDB) and Peter Field (Peter Field Consulting), IPA Databank
Fig 64-65, Media in Focus (IPA 2017)
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