A recent study from Nielsen Catalina Solutions which took a look at 1,400 campaigns from 450 CPG brands in seven categories spanning 11 years and compared it to in-store sales data found that good old magazines delivered the highest return on advertising spend. The average rate of return for magazines was $3.94 per dollar spent.
The average rate of return for display ads was $2.63. Digital video was the lowest at $1.53. And while magazines shined on the ROAS front, it was TV that delivered on sales. The study found the medium garnered the highest incremental sales per household at $0.33 with display delivered the least at $0.19.
In a separate metric, mobile advertising delivered the highest sales per 1,000 impressions at $26.52 with display delivering $19.96.