Effectiveness vs. Efficiency
/Metrics that measure efficiency are much easier to gather and report than metrics on effectiveness, which is why they’re so ubiquitous in our industry. That doesn’t mean they’re the right metrics to help inform media buying decisions.
As part of a June ‘22 white paper on prioritizing effectiveness, WARC referenced the impact of upper funnel advertising tactics on long term business impact.
Because upper funnel tactics such as TV are traditionally more difficult to fit into digital reporting models, these media types are often deprioritized in the media mix.
Comparing the charts below illustrates the clear case for a focus on video (inclusive of linear, CTV, OLV and Social) to drive a balanced mix of short and long term performance.
At Red Comma, we are increasingly advising even our highly performance-driven partners to budget more money for both video production and media tactics.
