Are you falling for the ROAS illusion?
Description
Return on adspend (ROAS) has long been touted as the holy grail of metrics for advertising campaigns, but is it still a true barometer for a brand's success?
Jake Higgins, Partner at MNC, joins host Joe to dissect his latest essay 'The ROAS Illusion'. Together, they discuss why ROAS is no longer representative of the full story and in some cases, high ROAS campaigns are actually hindering brands' incremental growth.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
What is the ROAS illusion? (1:03 )
How should brands approach their media planning in light of this issue? (15:45 )
PMW's Resell Me a Pen Challenge (21:58 )
~ Further reading ~
Meta unveils a host of new tools to help partners leverage its AI ads system
WhatsApp monetisation is overdue, but will users tolerate it?
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