Global: Canadian media attribution study

New Accenture research shows that while both TV and digital drive sales, Canadian advertisers are overinvested in digital and underinvested in TV – and missing out on significant revenue as a result.

The Moneyball Moment for Marketing in Canada is a comprehensive attribution study covering $3 Billion in media spend across 100+ brands. The research evaluates the sales ROI of different media and identifies next steps for Marketers looking to drive additional sales.

Five important insights arose from the study:

  1. Canadian companies can justify an increase in their overall media spend
  2. TV has a significant halo effect on digital media performance
  3. Major brands are underinvesting in TV
  4. TV provides strongest upside on the next dollar spent
  5. There is untapped value in long form digital video content (LFVC)

 

 

 

 

 

 

 

Click to download the presentation and white paper