Media synergy comes out as the hottest media topic this year. In March, ARF Ground Truth found that, on average, a second medium adds 19% to ROI, a third medium 23%, a fourth medium 31% and a fifth medium 35%. In 2012, TiVo Research and 84.51 found that there is a large synergy effect (equal to 40% of the TV sales effect alone) between in-store advertising/promotions and television. The synergy effect however is credited to in-store by today’s research. Attribution needs to evolve to include buckets for synergy combinations. The world is much more complicated than we have wanted to see it.
Interaction Effects Swamp Individual Exposure Effects
