Ebiquity and Clear Channel have presented at Platea Madrid. The impact of before more than 200 professionals from the advertising sector, the results of an important investigation into the contribution of the media to the base sales of brands. Speaking on behalf of Clear Channel on this day were Maite Rodríguez (General Commercial and Marketing Director), Pedro Fernández Sanz (Marketing and Product Director), Mónica Kühnel (Commercial Director) and Rubén Vara (Operational Marketing & Digital Manager) and Inés Miranda , Marketing Effectiveness Director of Ebiquity.
The importance of understanding the factors that affect ROI
ROI is a balance between effectiveness top industry data and contribution to sales and investment , but we cannot forget that it is affected by many factors; Therefore, to understand ROI. We must take into account these factors that play an important role. Many times, in media planning we focus on improving costs (investment). But this does not mean a better ROI. There are a series of external factors over which we have no control but which affect indirectly or directly, such as inflation. Geolocation… And then there are other factors that we can influence. Act on and enhance, such as creativity, the ability to capture attention. Receptivity, the seasonal moment or the mix of media used.
Base Sales and brand building: two sides of the same coin
According to the Ebiquity Benchmark , 75% of a brand’s sales ER Lists are base sales. That is, that part of sales that is not immediately affected by marketing actions is the inertia of the brand. This inertia is made up of many factors. Including the long term of advertising or brand health metrics. According to Inés Miranda. We must work on these factors that generate long-term positive impacts on consumers. Such as, for example, advertising . A campaign generates an immediate effect on the consumer, but it also generates a long-term memory effect that helps sustain the base sale for up to two years.
