How can marketers optimise their advertising spend in a changing media landscape?

Online advertising achieves a higher return on investment

Research undertaken by Nielsen in 2009 was already indicating a high digital return on investment for the region. For every marketing dollar spent in Asia Pacific, return on digital was 1.78 dollars, higher than other options excluding return on trade. In China the return was nearly 3:1. Marketers must leverage this knowledge and ensure digital is part of their media plans to optimise returns.

Where does this leave television?

Television still reigns supreme, particularly for new product launches where trial is critical for launch success. Trial itself is strongly linked to awareness and awareness to GRPs. Nielsen research shows television ranks as the second highest source of awareness (after in-store) for new product introductions. The effectiveness of the internet as a source for raising awareness has been increasing and can complement television for an optimal order propecia for men media mix.