Search looks strongest in the short term and weaker over the full payback
Generic PPC share of ad profit
22.5%
short-term
14.6%
full payback
Generic PPC has one of the best short-term profit ROIs (£2.29) and the largest share of short-term profit (22.5%), but its share of full profit drops to 14.6% on 18.9% of spend, because so little of its effect is sustained.
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StatAdvertising's profit return more than doubles once sustained effects are countedStatMost advertising profit arrives after the first 13 weeksStatTV generates a bigger share of ad profit than its share of spendStatLinear TV is the single biggest driver of advertising profitStatLinear TV can absorb far more weekly spend before it stops paying backPrincipleSaturation point: the last pound that still pays for itselfStatLinear TV is the second-biggest driver of same-week ad profitStatTV pays back slower than search but overtakes it within two weeksStatTV's effect carries over between weeks far longer than search or displayStatTV's long-term multiplier is more than double search'sStatAutomotive and FMCG get the most of their ad return in the long termStatAd profitability depends heavily on the sector