This document discusses assessing the impact of digital marketing channels. It notes the complexity of marketing and how an organization's greatest strengths can also be its biggest weaknesses. It provides a chart showing the breakdown of digital ad spending across different channels in the US. The document then discusses various techniques for assessing channel impact, including cookie splitting tests, geographic segmentation tests, and creative tests to evaluate return on ad spend and prospecting versus retargeting returns. It positions NMPi as a partner that can help with creative, technology, analytics, and media aspects of digital marketing tests.

1. Assessing The Impact Of Channels
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www.nmpidigital.com

2. Where Are
We?

3. 2
Complexity of Marketing

4. 3
Our Greatest Strength Is Our Biggest
Weakness

5. 4
How Does This Impact Digital Spends
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$20.00
$30.00
$40.00
$50.00
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$80.00
TV Search Display Video Social Print Radio OOH
US Spend (millions)
Source: eMarketer

6. 5
Where Is Our Industry?

7. 6
The Hangover

8. How To
Assess The
Impact

9. 8
Cookie Splitting

10. 9
Public Service Announcement Creative Tests
80% of impressions 20% of impressions

11. 10
Geographic Segmentation

12. 11
Results & User Cases
Geographic Split Test
$5
ROAS
Prospecting
Return
LSA Split Test
$0.07
ROAS
Retargeting
Return

13. 12
About NMPiThree Specialists. One Partner.
Creative. Technology, Analytics, Data. Media.

14. Contact Us
Tel : +44 (0)20 7186 2100
We Work, 25 Broadway
New York