During times of economic slowdown, optimizing ad spend without sacrificing revenue should be every marketer’s goal. To do that, an understanding of what drives ROI for your target region is needed, but if you’re only focusing on campaign execution, you’re missing half the picture. In addition to identifying executional ROI drivers—things like budget planning, media channel allocation and in-flight campaign optimization—to maximize returns, marketers need an understanding of the environmental ROI drivers influencing their campaigns.
环境驱动因素不在营销人员的控制范围之内，而且具有市场特殊性，如竞争格局和消费者动态，但它们对广告效果还是有影响的。关注投资回报率的这些驱动因素，以获得能够提升绩效的洞察力。
环境投资回报率最高的驱动因素
Brand size and category dynamics
The larger the brand and the larger the category, the more opportunity there is to drive incremental purchase through effective marketing and media. In fact, Nielsen Compass data has found large brands typically have media ROIs that are about 3.5X those of small brands.
对于管理小品牌的营销人员来说，这意味着虽然大品牌会有优势，但投资小品牌的成长也有巨大价值，因为投资回报率会随着品牌的成长而增长。
其他需要考虑的方面包括竞争活动的程度（媒体格局）和消费弹性（消费者需求），这两方面都会影响成本和投资回报率。例如，竞争激烈的品类可能会产生较低的投资回报率，因为相同数量的产品会有更多的竞争，从而推高成本。消费缺乏弹性或消费者需求较为固定的品类，如耐用消费品或卫生纸，在拥挤的市场中也会面临类似的困境。另一方面，零食或饮料等弹性较大的品类则有机会增加消费需求，进而增加销售额，提高投资回报率。
Media environment dynamics
While marketers can do things to manage cost in terms of channel optimization, variations in media cost by geographic market can throw a wrench into even the most carefully-planned budget. Media channel penetration, effectiveness and even consumer viewing preferences can vary from market to market, all affecting media cost and potential returns.
The average cost per impression in some markets, for instance, can be up to 7X higher than other markets for the exact same tactic1. And in markets with heavy viewership on ad-free platforms, average costs for advertising can surge substantially due to limited supply.
Market Economic Opportunity
ROI can also be impacted by the economic opportunity afforded by a particular geographic location. Countries with larger populations, higher gross domestic product (GDP) and lower unemployment are more likely to produce higher ROIs. For example, the U.S. is one of only 17 countries with a GDP of $1 trillion or more, and when combined with an unemployment rate below 5%, ROI potential is higher in the U.S. than in regions that have smaller economies or higher unemployment. Importantly, the magnitude of difference in these metrics will impact potential returns from market to market. So, while the U.S. and Indonesia both have GDP over $1 trillion, the U.S. economy is more than 19X larger, which is a significant difference when measuring ad spend impact.
了解环境投资回报率驱动因素的影响，并对其进行适当的计算，可以获得更准确的投资回报率估算。尼尔森预测投资回报率（PROI）数据发现，数据驱动的预测比单纯使用标准和基准的预测准确率要高出 65%。
由于环境投资回报率驱动因素因市场而异，因此在预测结果时考虑到它们的影响，并准确衡量广告活动的绩效，对广告商来说至关重要。那些能够识别其市场的顶级投资回报率驱动因素并相应调整广告支出的广告主，会取得令人瞩目的效果。尼尔森指南针数据库（Nielsen Compass Database）显示，在相同的策略下，顶级市场的回报率可能是低级市场的 3-6 倍，而在地区层面，表现好的地区和表现差的地区之间的差异可能高达 85%。
备注
- 尼尔森指南针数据库
