Optimize Media Mix

Optimal Media Mix to Drive Scripts (Rx)

A global pharmaceutical sought to quantify the impact of digital channels on Rx scripts. MSP helped them find that:

• a 73% increase in online allocation and 54% decrease in TV allocation resulted in a 50% increase in prescriptions
• Indirect effects ...

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Optimal Media Mix to Drive New Accounts for Scottrade

This Google/MarketShare media mix study investigates the optimal media for financial services firm, Scottrade's customer acquisition.

• Search activity drove 39% of new account openings
• Online display and TV - including the search traffic they drove - were the most effective ...

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The Role of Search in a Multimedia Campaign, Germany

This study provides an analysis of the interaction between search engine marketing (SEM) and TV campaigns to determine optimal combination of campaign elements in Germany.

Key Findings:

• TV campaigns increase search volumes and clicks.
• A 'TV only' campaign fails to ...

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Cross Media Optimization for Ford

Ford experimented with different media mixes for their launch of the Ford Fiesta car and found:

• Search can positively impact brand metrics of a campaign
• Position and frequency of the search ad are important
• Search in combination with other media ...

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YouTube and Google Search Drives Offline CPG Sales

YouTube can offer a big boost to offline CPG sales, according to a MetrixLab study. Key findings include:

• YouTube added significant gross reach to the cross-media campaign, and 2.6% incremental net reach
• With a ROI of 0.42, YouTube ...

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