Published
February 2016
Topics

Calling all OEMs! To maximise return on spending, smartphone marketers are considering how they can optimise their media investments. Google and MarketShare conducted Marketing Mix Modelling for the Smartphone OEM category in Australia to reveal how various marketing channels impact revenue.

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<h2>Maximising Smartphone Revenue</h2> <p>Australian Marketers Shift to Digital</p> <p>Calling all OEMs! To maximise return on spending, smartphone marketers are considering how they can optimise their media investments. Google and MarketShare conducted Marketing Mix Modelling for the Smartphone OEM category in Australia to reveal how various marketing channels impact revenue.</p> <p>In Australia, marketing efforts drove 4.2% of total smartphone revenue.</p> <p>Digital media contributed 44% of marketing-driven revenue,** despite getting just 22.9% of the budget.</p> <p>At current spend, digital is seeing a better return on investment than traditional channels.</p> <p>Marketing Efficiency Index = % Marketing Contribution / % Marketing Spend</p> <p>Among the Google ad types, YouTube and Google Display have the most room to grow.</p> <p>Google Display generated 7.9X as much revenue per $1 spent as TV and YouTube Mastheads generated 3.9X as much revenue.</p> <p>Optimisation yields up to an 8% increase in marketing-driven revenue.</p>