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GETTING SMART ABOUT AD WASTE

In a new study by InMarket and the CMO Council, significant differences in ad waste were found among advertisers in similar industries.

• Key Finding: High-performing brands using rigorous always-on attribution (like InMarket's LCI® platform) and real-time, in-flight optimization reduce media waste dramatically.
• Waste Reduction: Top performers achieved positive incremental results for up to 94% of their media spend, leaving just 6% as waste.
• Performance Gap: This contrasts sharply with underperformers who can waste as much as 75-66% of their impressions, representing a 10-11x difference.
• Impact: Reducing waste can save significant budget (e.g., 7% waste vs. 72% waste for two QSR brands means avoiding $36M vs. $3.5M for a $50M budget).
• Mechanism: Always-on attribution identifies non-performing tactics, enabling real-time optimization to move spending to what drives sales.
• Conclusion: Using Attribution rigorously not only reduces waste but also drives significantly higher sales lift and media effectiveness (11x improvement) compared to sporadic optimization.

always-on attribution and real-time optimization are crucial for maximizing media spend effectiveness and reducing ad waste in today's data-driven marketing environment.